12 Winning Ways to Increase College

Admissions Growth
Comprehensive case study on improving conversions totaled
with campaign audit, strategy evaluation & optimization
schedules to upsurge BTech admissions for various Indian
colleges.

Prepared by:

Pallab Kakoty
Digital Marketer
83760 48661
pallab@hshdsh.com
Goal – Increase Admissions

What’s Ahead!

Step by Step narrative outlaying the online media marketing strategies for
Premier Universities to achieve XXXX admissions in XX days from PAN
India audience with an investment of INRXX,XX,XXX
Table of Contents
1. Align Campaign Goals to 7. Core Keywords of Target
Business Goals Audience
2. Establish Marketing Media Goals
8. Know BTech Competition
3. Determine Campaign Marketing
9. Take Action Post Audit
Goals
4. Audit Social Presence 10. Search Keyword Audit Learning

5. Survey Search & Display 11. Develop Campaign Content

Audience Strategy
6. Core Keywords of Target 12. Measure Campaign Progress
Audience
Align Campaign Goals to Business Goals

Campaign Goals Business Goals

Brand Awareness Reach

Product Leadership Reviews & Testimonials

Viral Co-Efficiency Shares, Likes, Retweets

Leads Drip Marketing Actions

Sales Conversion
Establish Marketing Media Goals
Campaign goals are brand awareness & product leadership attributes that will
help create an ideal win-win scenarios for registrants (students). What are the
value additions and how we explain them to prospective students?

Highlights
● Objective is to achieve conversions and not limited to lead generation.
● Campaign CTA include XXXX admission registrations wherein each
registration will pay INRXXXX to be eligible for campaign objectives
● Create pool of eligible prospects from unsuccessful leads to be filtered
as ready to convert for future campaigns. Design drip marketing plan to
keep them interested
Determine Campaign Marketing Goals
Primary goals are:
1. Admissions: XXXX Successful B Tech Admissions
2. Branding: Impression Visibility on Search & Display Networks
3. Remarketing: Identify, assign & nurture leads for conversions.
4. Drip Marketing: Roll Out communication plan for unsuccessful
leads.
Audit Social Presence
Review all social media marketing platforms to formulate dedicated approach
plans for each dashboard. Aim for more positive reviews, likes & ratings from both
Facebook and Google. Nurture possible conversions via 1-on-1 social counselling
using Twitter & Drip Mailers. Consolidate competitive visibility across search and
paid display networks.

Highlights

● Automate social media updates across all social media dashboards

using advance scheduling.
● Create funnel of lead conversion categories to assign conversion
communication planner.
● Automate drip mailer communication planner for various forms of
unsuccessful leads.
Audit Social Presence
Social Media
URL Followers Activity Entails Action
Sites
Visual Updates with
Schedule updates for
Facebook next 30 days
hashtags & post CTA
analytics
Target popular trends
Initiate 1-on-1
Twitter conversations
with an ideal post CTA
explainer.
Boost branding
Create explainer
experience & create
YouTube impressions of
videos and alumni
reviews
successful conversions
Career newsfeed
updates backed by
Create network of alumni
LinkedIn and prospective students
informative data that
creates impact for
registrations.
Share success stories
Posts from thought
Blog leaders & students
around brand
experience.
Survey Search & Display Audience
Tally keywords that are coercive to successful conversions in BTech
Admissions including broad, phrase & exact matches. Tally CPC of each
keyword and determine various display network categories.

Highlights
● Increase enrolments for BTech course
● Create search marketing campaigns to attract top listings on core keywords
● Create display marketing visibility across top websites frequented by
students.
● Create remarketing extensions across both Search and Display ad
networks to encourage conversions by improving communication
collaterals.
Core Keywords of Target Audience
Keyword
Core Keywords Group Av Mo Search Competition Suggested BID Keywords
Types

Top Engineering Private

Broad Match 1k – 10k Medium INR 6.66 Keyword Ideas
College

“B Tech Admissions” Phrase Match 100 – 1k Low INR 25.68 Keyword Ideas

Engineering Degree
Broad Match 10 - 100 Medium INR 52.27 Keyword Ideas
Courses
Admission for degree
Broad Match 10 - 100 Medium INR 54.07 Keyword Ideas
courses

[Jaipur B Tech Colleges] Exact Match 10 - 100 Low INR 6.18 Keyword Ideas

“Colleges for B Tech” Phrase Match 10 - 100 Low INR 32.31 Keyword Ideas
Know BTech Competition
Identify competitor campaigns to analyse communication collaterals. How different
they are when it comes their paid campaigns? List Call to Action (CTA)
denominator that will single handily influence conversions.

Ensure ad copies and landing pages are best optimized for better quality score.

Highlights ● Deploy Influence Marketing channel from an anonymous domain that will offer
“an almost unbiased” comparison of other competitors including your brand,
where your brand scores better.
● Deploy PPC marketing campaigns directing students to this
“Influence” dashboard for comprehensive opinion that your brand’s B
Tech is best out there!!
● Look at what type of content competitors are creating, how often they are
sharing it, & what influences they are interacting with.
Know BTech Competition
Landing Page
https://www.urbanpro.com/l
andingPage/show?id=750&
http://admissions.bennett.e
du.in/b.tech/
http://www.shiksha.com/ma
rketing/Marketing/form/pag
eID/2728
https://applications.srmuniv.
ac.in/
http://pes.edu/pessat
http://manipal.edu/content/
mu/lp/mit-btech.html
http://smu.edu.in/smit/progr
ams/program-list/btech-in-
civil-engineering.html
Competitor Strengths Weaknesses Content That Resonates
Just a Lead Generation Not a College or
Urban Pro
Channel University
Non-Informative
Bennett
Times Group Company Website other than
University
marketing tit bits.
Just another lead generation
Not a college or
Shiksha channel but listings here will
University.
be a plus
Under Par Website
and under par landing
SRM University Informative website
page
PES PESSAT Clean Website Limited CTA triggers
No CTA triggers or
Manipal Good Clean Landing Page automated time out
follow ups.
One of the best website with
rich visual appeal conducive
SMU Limited CTA Triggers
for successful conversions
Take Action Post Audit
Create PPC search marketing campaigns across both Google and
Bing/Yahoo network. Deploy display marketing campaigns triggered with
remarketing attributes to constantly encourage conversions. Create FB
brand visibility campaigns along with Trending schedule across Twitter.

Highlights

● Initiate 1-on-1 counselling with prospective leads

● Deploy drip marketing schedule for various lead stages from the
conversion funnel.
● Refer to the following Keyword Planner Sheet to measure the ROI of
search marketing campaigns.
Search Keyword Audit Learning
1. Shortlist keyword ideas and assign them to various ad groups
2. Identify “Long Tail Keywords”, bid on them and analyse traffic patterns to
deploy both organic and inorganic search marketing strategies.
3. Determine the Commercial Intent of Shortlisted keywords
4. Analyse and evaluate keyword competition to broadly define average cost
per click by improving quality score.
5. Deploy keyword research for other search platforms and identify
competition if applicable.
6. Create keyword chart for organic search terms including prepositions and
questions based on core keyword “B Tech”.
7. Boost organic visibility of core keywords based on prepositions &
questions.
8. Plan inorganic traffic using Buy Now (Sign Up Now) Keywords, Product
Keywords, Informational Keywords & Tire Kicker Keywords.
Develop Campaign Content Strategy
Determine content mix and posting cadence across all paid marketing
channels. Content is key and therefore content scores for best title must
include powerful, emotional, common & uncommon words. Title
optimization is of paramount priority.

Highlights
Create online search marketing campaigns based on following keywords:
○ Top of the funnel
○ Middle of the funnel
○ Bottom of the funnel
• Campaign Call to Action deliverables needs to be honoured.
• Display Remarketing Visual Appeal is ultimate key to successful
conversions.
Measure Campaign Progress
Use various campaign performance analysis tools including Analytics &
Social Insight Reports to continuously cross evaluate progress. Deploy
additional Traffic analysis dashboards to determine best performing
content storyline.

Highlights

● Align Analytics with Conversion Optimization Goals

● Social Media Marketing evaluation based on advanced
analytics & custom reports, Facebook Insights & Google
Analytics (who, when, and how many people are viewing
and interacting)
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