Purpose - To increase admissions for PGDM programs.

Brand Overview

Established in 1982 by IMT Ghaziabad, Uttar Pradesh, India. Objective to provide quality education via distance mode. IMT has consistently been ranked among India's Top 5 private business schools in North India. IMTCDL provides PGDM diploma courses, aptfully positioned for working professionals.

Challenges

Two primary challenges the brand was facing:

• Stagnancy in admission applications over both cycles, which led to roughly the same number of admissions every admission cycle.
• Brand not known beyond Delhi NCR and UP state.

Approach with Actions

• To acquire more leads, the first approach is to go dense in our advertising in the Delhi NCR region to strengthen our position and not miss out on a single opportunity to be digitally present. This was achieved by negating non-related audiences which let us increase the frequency of ads with targeted audiences under the same budget.
• To acquire more leads from virgin territories we segmented keywords into different phase types and separate campaigns in Google Adwords. Different audience segmentation in Meta and focused graduates with no post-graduation on LinkedIn. For every segment, we had a couple of campaigns for detailed learning and respective actions.
• Detailed Competition communication mapping also helped to make our communication more effective with raised CTR.