Propagation of Campaigns and

Engaging with the Leads

LEAD ACQUISITION AND
MANAGEMENT
LEAD LANDING

User Searches query in Google

Visits GetMyUni Page.

User Clicks Here to Visit

GETMYUNI
LEAD CAPTURING
An Auto-Popup asks to fill his/her details

User Verifies the OTP sent to his/her

Mobile Number
If the user verifies his/her lead It is
an OTP VERIFIED LEAD
When a Candidate clicks on “Interested” the course is
pulled automatically while other information are asked
CAPTURING OF COLLEGE
SPECIFIC LEADS
LEAD DASH BOARD
EXTRACTING LEADS
 Extracting Leads

 Leads can be tracked/Extracted through following ways

1. Manage Leads
2. Campaign Leads
3. Manual Leads Entry
 Extracting (For Example course is chosen here Engineering and
qualification Studying Completed 12th and Studying

Leads completed Diploma to extract B.Tech Leads)

Choose the qualification

Choose the course to be where the Institute is
extracted located
city to which the user belongs
to

To extract leads from a specific

college type the name of the
college

Choose To Date
Click on “Extract Custom

Choose from date To extract Sponsor

College leads Tick
Mark it Click “Export File”
Extracting Leads

The Extracted data look something like this.

Manage Campaign Leads

Click On
“Campaign
Leads”
 Manage Campaign leads
Choose From Date
and Time and To
Date and Time to
Extract
Search for the
Campaign
Click on “Get Name
Count” to
Check number Leads
Found

Click on “Export
File” to Download
the Lead
Priority Level Extracting
1.Student is searching for the Specific
college (e.g. ADTU for this) Leads
2. Student is searching for a college from
the same state where college(ADTU here)
is located
3. Student from Another State but
Interested in doing from the state where For OTP verified Numbers Value is
the college is located 1. Else 0
4. State provided by client
UPLOADING LEADS
 Uploading Leads

Leads Can be delivered/Uploaded to a client in three ways depending upon clients

choice

1. Through API
2. Through Spread Sheet
3. Through UTM
 Uploading Leads through API
For Some Clients an API is created through which the generated leads is
delivered/uploaded

Click on “Manual Leads Entry”

 Uploading Leads through API
To Upload/Deliver leads for Avantika University Click
on the Link for “Avantika University”

Enter the information as asked to fill in the

form.

Click on “Save” to UPLOAD the Leads to

Avantika University
 Uploading Leads through Spread Sheet

Click on the Link ADTU Guwahati to upload the Leads.

DELIVERING LEADS
Delivering Leads through Spread Sheet

Enter the information as asked in

the spread sheet
 Delivering Leads through UTM
 Few clients have their own UTM in which we deliver the leads
 Ggggggggggggggggggggggggggggggggggggg UTM LINK

Enter the Information here

 TARGETED LEADS
 The leads targeted for any campaign is selected on the basis of the course for which we are
running the campaign.
 If the campaign is for MBA, we send in the mailers, SMS, push notifications to the specific
leads and also based on the location from where the lead was generated if required. The same
goes for other courses as well.
 The targeted leads are named as automated and Ad-hoc for our convenience based on the leads.
 If a campaign is being targeted to Ad-hoc leads, it generally means that the leads are being sent
to the database which have been generated over a period of time and campaigns being targeted
for automated leads typically means that the mailers, SMS , notifications are being sent to the
leads which are being generated on a daily basis.
 We can set the time and the date for the campaign to be propagated based on our need which
plays a crucial part as no 2 campaigns should be fed to the audience at a single point of time as
it may lead to biased results.
PROPAGATION OF CAMPAIGN
There are two processes that we are following right now for
propagating the campaigns

VOICE ACQUISITION DIGITAL ACQUISITION

VOICE ACQUISITION
 FLOWCHART

Voice Acquisition

CALL STRUCTURE

CALL PROBING PITCH CALL AFTER CALL WORK

DOCUMENTATION
READING THE BROCHURE, WEBSITE CALL FLOW OPENING CLOSURE (ACW)
 SOFT SKILLS

Communication
i. Professionalism
ii. Clarity & Concessive
iii. Confident
iv. Cohesive conversation (Link Questions)
v. Good conversing & Listening skills
vi. Rate of Speech
 ACQUIRING CAMPAIGN DETAILS

READING THE BROCHURE, WEBSITE

 Established year
 Approved and affiliated
 Ranking of the college/university
 Courses availability
 Check the eligibility
 Scholarship provided
 Placement package, average and highest package provided
 Recruiting companies
 CALL FLOW

Call Flow contains:- Call Opening

Probing
Pitch
Call Closure
 CALL STRUCTURE

CALL OPENING
 Good morning
 Hi I am “your name” calling on behalf of “college name”.
 Am I speaking to “Student’s name”.
 
 PROBING

Are you
interested to do
NO “course name”
this year

If NO then YES
say “Thank
You” and
Hang Up
Pitch for the
college/university
 PITCH

 The university has been established in the year.

 The university is approved and affiliated.
 Ranking of the college/university
 We provide scholarships.
 We provide educational loans.
 We provide placements with an average and highest package.
 CALL CLOSURE

 I’ll forward your number to the senior admission counsellor they will be
contacting you within 2-3 days.
 Do you have any Questions?
LEAD DISPOSAL STATE

Lead
disposal
are not
spoken
calls
 AFTER CALL WORK DOCUMENTATION (ACW)

 Eligibility ( 10th , 12th Percentage)

 Course Specialization (eg:- btech – Mech, CSE, Civil)
 Competition exam score ( If applicable)
DIGITAL ACQUISITION
The Overview of DIGITAL ACQUISITION - GMU

THE PROCESS STARTS WITH THE BD TEAM DROPPING AN INITIATION

TEMPLATE TO THE OPS TEAM.

INITIATION TEMPLATE:
• THE INITIATION TEMPLATE CONSISTS OF THE REQUIREMENTS SENT
IN BY THE CLIENT FOR THE REQUIREMENTS OF THE CAMPAIGN TO
BE RUN.
• THIS TYPICALLY HAS THE FIGURES OF THE TOTAL LEADS TO BE
DELIVERED, ELIGIBILITY REQUIREMENTS AS SENT IN BY THE
COLLEGE, LEAD TYPE, NUMBER OF LEADS THAT CAN BE CONSUMED
BY THE CLIENT, THE LOCATION OF THE STUDENTS TO BE
CONTACTED FOR THE CAMPAIGN AS INDICATED BY THE CLIENT
AND THE COST PER LEAD ( BASICALLY THE REVENUE GENERATED
BY US FOR DELIVERING EACH LEAD
 An Initiation template typically looks like this.
 ELEMENTS OF DIGITAL
ACQUISITION

SMS EMAILS PUSH NOTIFICATIONS

DIGITAL ACQUISITION for GMU typically includes the above 3 things

SMS : Highlights
Information
limitation as the
Rate of clicks The pricing is 8x that
characters are
generally high of the mailers
limited to 160
characters

Targeted ideally only The delivery rate is a

Presently every
when the email little low because of
10000 sms sent costs
marketing is not issues like the user
us around Rs 850
performing activated DND
STATS PROVIDED BY SMS PROVIDER ON THE DASHBOARD

NOTE : With most providers, SMS can be personalized adding a prefix

generally - %VAR or %VAR1 which adds the name in the database along with
the SMS
But this is not the case with everyone
Here is an example of a campaign run through SMS

Used to

personalize
The SMS

Used to select the The SMS can be scheduled The shortened link

specific lead file to be for a later time to be sent used to calculate the clicks
uploaded generated
 EMAILS
There are no
Typically the best character limits and The cheapest
way to propagate the entire way to propagate
a campaign information can be a campaign
communicated

The cost goes upto

Email marketing Rs1000 for every 1
At peak times we
typically costs lakh mailers
send in almost
Rs600 for every 1 considering the
about 5-8 lakh
lakh from our mailers are sent
emails in a day
own servers from external
serverd
 General Pointers for creating mailers
 The general things to keep in mind here is that the mailers are supposed to be free from words
which would send in the mail to spam
 The content needs to be catchy and is generally perceived well if they are in the same colors as
that of the college banner
 The links inserted in the mailers are supposed to be well positioned with an attractive anchor text
 The color of the anchor text should ideally be blue or green as these colors (especially the lighter
shades) attracts more traction in terms of clicks generated.
 The anchor text generally needs to be tested for spam continuously as this is what creates the
most. The generic response texts used are ‘apply now’, ‘register now’, ‘enroll now’ – these need
to be monitored for spam on a regular basis.
 We should also keep in mind that not more than 2 links (preferably one) should be put up as part
of the mail
 Through previous experiences we have experienced that a lot of the mailers go into spam if an
image is inserted as part of the mail.
 The mailers need to be tested for visual appeal/response traction on mobile, PC and tabs as well
 The fonts used need to be standardized
An example for a mailer:

 The main things to keep in mind here is the content needs to be catchy and brief.
 Also spam checks need to be done efficiently on a regular basis to check that the
mailers are being delivered to the audience and does not fall into spam. This
check can be done internally from our back end.
The mail to be sent in from the back end can be done using the manage
mail template at getmyuni.com/admin.
After this the mail can be sent in
using the Add Email template.

The subject

can be inserted,

Needs to be

catchy

mail body

can be edited using

this column

The mail can be pressing

checked for edit saves the

spam from the backend by sending it to a few mail id’s. template.

CAMPAIGN SELECTION – BACK END
SETTING THE TIME FOR SENDING THE
MAILS –BACK END
 Push Notifications

The basic process

Push notifications currently
involves adding the title The image and the launch
does not enable us to send
and notification URL is selected and is sent
in notifications to the entire
message after selecting in to the audience.
database
the target audience
ACCOUNTABILITY OF THE CAMPAIGNS

 We can track the clicks of any campaign run by using a shortened link(bit.ly or
google link condenser)
 Based on the basic analysis of the stats compiled over a period of time we have
calculated that every 1000 mailers sent generated about 100 opened mails, every
100 mails opened results in 10 clicks and every 10 clicks generally leads to 1 lead
being generated.
 Basically the whole propagation model depends on the volume of database that
can be acquired and our capacity to send in the required volume of mailers.
APPENDIX
Visiting the Admin Panel
Visit www.getmyuni.com/admin
Enter your username and password
Click on “Login”

“Click on Manage Leads”

 Adding A New Campaign

Click To add A new Campaign

 Adding A New Campaign

Format- Name of the Client, Location, Courses

Name of the College

State of the student visiting our portal

State from which Student is interested for the course

States from which Client has Demanded

Leads
Thank You