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Brand Overview:

SGT University, a vibrant hub of knowledge located in Gurugram, offers a plethora of programs across 18 disciplines. With a strong emphasis on practical learning and industry collaborations, SGT University aims to empower students to excel in their chosen fields. Despite its robust offerings, the university faced challenges in streamlining digital activities for its 17 departments and courses and increasing student applications, especially for courses with historically low admissions.

Challenges

Streamlining Digital Activities: The university needed to coordinate and manage the digital presence of all 17 departments and their respective courses effectively.

Increasing Student Applications: Certain courses were facing fewer admissions, necessitating a strategy to boost interest and applications across the board.

Strategy

To address these challenges, a comprehensive digital marketing strategy was implemented with the following key components:

  • In-House Coordination Team: An in-house team was deputed to work closely with the SGT University team to ensure seamless communication and coordination across all departments.
  • Detailed Digital Presence Plan: A meticulous plan was devised to enhance the digital reach of the university, considering location-specific targeting, course-specific campaigns, and budget allocations. This plan included.
  • Location-Based Targeting: Utilizing geo-targeting techniques to reach potential students in specific regions.
  • Course-Specific Campaigns: Tailoring digital campaigns to highlight unique aspects of each course, thereby attracting interest from prospective students.
  • Budget Allocation: Strategically allocating the budget to maximize reach and engagement across various digital platforms.
  • Real-Time Optimization: Continuous monitoring and real-time optimization of digital campaigns to ensure they were performing effectively. This involved.
  • Performance Tracking: Regularly tracking key performance metrics such as click-through rates (CTR), cost per lead (CPL), and conversion rates.
  • A/B Testing: Implementing A/B testing for different ad creatives, headlines, and calls-to-action to identify the most effective combinations.
  • Adjusting Strategies: Making data-driven adjustments to campaigns based on performance insights to optimize results.
Actions Taken:
  • Content Creation and Marketing
  • Developed engaging and informative content for social media,
    blogs, and the university website
  • Implemented SEO strategies to improve search engine rankings
    and drive organic traffic to the university’s web pages.
Social Media Campaigns:
  • Launched targeted social media campaigns on platforms like
    Facebook, Instagram, and LinkedIn.
  • Used platform-specific features like Facebook Lead Ads and
    Instagram Stories to capture leads effectively.
Affiliate Marketing:
  • Devised email marketing campaigns to nurture leads and
    provide prospective students with detailed information about various courses.
  • Personalized email communication to engage potential
    students and encourage them to apply.
Paid Advertising:
  • Ran targeted paid advertising campaigns on Google Ads,
    Facebook Ads, and Education portals relevant to education platforms.
  • Utilized retargeting strategies to re-engage users who had
    previously interacted with the university’s digital content.
Webinars and Virtual Events:
  • Organized webinars and virtual open houses to provide
    prospective students with direct interaction opportunities with faculty and current students.
  • Highlighted success stories and career prospects related
    to various courses.
Result

The comprehensive digital strategy led to significant improvements:

  • 1.5x Increase in Applications: The number of applications for university courses increased by 1.5 times in low-performing courses compared to the previous year.
  • 20% Budget Increase: Achieved this growth with only a 20% increase in the marketing budget, demonstrating efficient use of resources and effective campaign optimization.
Conclusion

Through strategic planning, dedicated coordination, and real-time optimization, SGT University successfully enhanced its digital presence and boosted student applications across all courses. This case study underscores the importance of a well-rounded digital marketing approach in overcoming challenges and achieving significant growth in the education sector.