Right Segmentation in SEM
Strategy with Creatives Support
Purpose - To increase the Business Plan applications for the Grand Idea Challenge under 4 categories (Agriculture, Smart Manufacturing, Digitalization, and Mobility).
Brand Overview -
The Indian School of Business is a private business school established in India in 2001. It has two parallel campuses in India, in Hyderabad and Mohali. It offers certificates in various post-graduate management programs. Yearly Business Plan Competition co-organized by German Govt. and Atal Innovation Centre.
Challenges - There were 2 primary challenges:
In the middle of the Corona wave reaching out to the audience was challenging, time in hand was only 25 days.
The minimum application needed in each category for the jury to compare business plans.
Action
Blue Digital orchestrated a comprehensive marketing strategy combining organic and paid efforts. Via paid campaigns, leveraging Google & Bing campaigns, we targeted users interested in entrepreneurship, ensuring event visibility and engagement.
A list of organic activities was executed: Approaching 250 focused Facebook groups with relevant content posting. Reaching out to E-Cell of 100 premiere management and technology institutions of the country. Listing on Event registration websites. Pushing messages on Startup groups on telegram. Posting on all Social media properties.
Through engaging content and strategic targeting, our efforts aimed to leave a lasting impression. The focus was on making the community aware of ISB's role in organizing events that fuel student innovation.
Marketing tool used
- Social Media Platform (Organic + Paid Marketing)
- a. Facebook
- b. Instagram
- c. LinkedIn
- d. Telegram
- e. WhatsApp
- Google and Bing Campaigns
- 250+ Facebook groups
- Website Event Registration
- University e-Cell (Emailers)
- Startup (Emailers + SMS)
Results
The campaign was carried out from 28th May till 20th June 2021. In that time frame, we were able to generate 1037 total applications, out of which 337 for Agriculture, 153 for Smart Manufacturing, 378 for Digitalization & 149 for Mobility.
