we generated more than 3000 leads for harrisburg university in 3 months

marketing

education

we generated more than 3000 leads for harrisburg university in 3 months

a vendor focuses on delivering the inputs promised, while a partner focuses on delivering your business outcomes

harrisburg university is a private institution offering stem programs for students across the world. located in pennsylvania, they are ranked #1 in providing scholarship programs among private institutions.

despite all, they had no footprint in india and was looking for an avid partner who could help them with raising brand awareness and inviting more inquiries for their global program from indian students.

by 2019, india had around 7lakh+ students studying abroad, showing an annual growth rate of 22% in the last 18 years, making it the second-largest country to send students overseas next to china. the country also has around 35million students in higher education space and almost 98million secondary students who are aged between 14 and 18 who are likely to study further.

with such a huge market potential in cards, we partnered with harrisburg university to help them position as a thought leader in the stem program space and thereby creating a leadership pipeline for the admissions.

  • 3.8 Million Impressions.

  • 3700+ Leads.

  • $2.64 per Lead.

how did we do it?

as mentioned earlier, we helped in framing the strategy and executing the same for results. the end goal is to drive as many inquiries as possible towards the stem program offered by the university. we created a tailored strategy focused on two things

  • brand positioning of hu
  • scaling the admission inquiries aka leads

raising brand awareness with shiksha partnership

launched in 2008, shiksha is an online aggregator who hosted info about more than 14,000 colleges to help students pick their ug and pg courses both in india and abroad.

we positioned harrisburg university as one of the thought leaders in the stem program space with a detailed profile and supporting resources on stem program

we created a profile for harrisburg university in shiksha and listed the specifics about the stem program offered, the scholarship details for students from india, photos, and videos that highlight the global program.

we also launched a promotional campaign on shiksha so that when students search for stem programs in the us, harrisburg university was visible upfront. we managed to drive more targeted traffic via the same to the page.

the best part about having a shiksha profile is they allow you to run retargeting ads for the students who visit your profile via social media and gdn.

at the end of the first month, we received more than 265 leads from shiksha’s campaign.

scaling up leads with email and media campaign

shiksha’s platform supported us with detailed student data and platform data such as the common search queries and student preferences on stem programs from the us.

with the help of the same, we crafted hyper-personalized emails that addressed the student’s queries on abroad programs – course details, scholarships, application procedures, eligibility criteria, and more.

whatsapp sessions

instead of leading students directly to a form submit, we proposed the idea of having an education counselor for harrisburg university and organizing a whatsapp session for interested students.
with whatsapp being the leading instant messenger platform in india, students found it comfortable to enroll and discuss via the same.

a support document was sent initially to set the agenda and the education counselor interacted live with the students through the chat medium to answer the questions and share more details about the program.

more than 133 students participated in the first q&a session and it yielded in more than 10% conversion rate.

google search and display ads campaign

the first step in creating a google ads campaign is to have a responsive and conversion-optimized landing page to direct the clicks. we created a conversion-optimized landing page that is responsive, loads under 3 seconds, and integrated the same with the crm application.

it had a simple inquiry form and the answers to all questions a student might have while choosing a university abroad. the intent data collected from shiksha’s campaign helped us to frame the structure better.

a thank you emailer was automated once a student submits the form and it had detailed information about harrisburg university – courses, curriculum, campus life, scholarships, and the contact info for assistance.

google ads campaign

it all starts here. the moment a student decides to pursue higher ed abroad they start the search from google and we don’t wanna miss capitalizing the same.

we picked the common keywords used around abroad study program searches, targeted the tier 1 and tier 2 cities in india for people around the age group of 17-19.

with such extensive targeting, we managed to drive high-quality clicks resulting in a $2.3 per lead through the channel.

using a simple cookie, we implemented retargeting ads through the google display network. this helps to maintain the top of mind brand recall over the period after visiting the landing page.

facebook ads campaign

there is no additional adjective required to stress how vital and economic a facebook campaign is especially if you are targeting the millennials.

instead of just blatant ads, we made the following tweaks to increase the engagement on the same.

  • using pictures that are more indian to create a connect
  • copies are focused on answering student’s questions – program, credibility of university

facebook and instagram helped us to reach a massive amount of 3.8 million impressions pan india and had a click-through rate of 1.4%. the cost per click here is less than $0.09, which turned out to be the spotlight of the campaign.

round-up

we thrive to deliver 10x value every time a client puts in a requirement and when harrisburgh university came up, we knew just ads will not help with a scalable roadmap for them.

instead of taking the regular route, we decided to position them as a thought leader in the space to raise credibility, suggested for whatsapp sessions which were new in the field, and appoint an exclusive education counselor to personalize the admission process.

the solutions implemented so far have not just helped them generate 3000+ leads in their debut year but have also helped them mark a solid presence in the country to help in years ahead.

it is important to imbibe the customer’s actual business goals to prepare and execute a tailored strategy and deliver the 10x value every time.

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