There is no doubt that the impact of the pandemic has been felt across the industries. There has been a huge shift in the way people think, giving priority to safety & health more than anything else. Education which is considered an indisputable area of priority for families also took a back seat. And that’s what our client, Amalorpavam Group of Schools at Pondicherry was witnessing.
With a history of 35+ years, Amalorpavam Group is reputed across Pondicherry for quality education in CBSE & Matric curriculums. With the perfect blend of academics and discipline, they provide affordable education to students and are well known amongst households of Pondy.
Unlike many other years before, Amalorpavam faced a lull in enquiries for new admissions for the 2021 academic year. There were many reasons cited including lockdown, traveling, social distancing, lack of information on school’s admission, etc. The loss of admissions could jeopardize the operations of any school, which takes in students only during a particular period of the year. Amalorpavam turned to Pixel Studios to create immediate awareness about the school, admissions & procedures to enable the parents to consider educating their wards there.
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Challenges:
The usual admission procedure of attending to parents who visit the school, giving information about the school, course, fee & admission procedure literally came to a halt due to lockdown. The parents didn’t have any other way to reach out to school as the time was slipping. The outdated & unattended website was not optimized for devices with almost nil information about the admission procedures. The school management had no other option but to rely on the digital medium to establish connections with parents & service their needs.
Solutions:
First things first
Our first act was to spruce up the website. After a detailed analysis of the website based on the performance metrics, the team worked immediately to spruce up the content, add relevant details including suitable Call To Actions, The Google Analytics was inserted to monitor the performance & tune-up our upcoming efforts to bring traffic.
Planning a Digital Campaign
Our client briefing meetings included discussions on no of student intake, for which classes, demographics of existing students, parent’s profile, USPs that would influence the parent’s decisions & other such relevant data that should be factored in the digital campaign. Based on the information we documented, we quickly moved in a focussed launch of a digital marketing campaign.
Implementing a structured Digital Marketing strategy
Landing Page for 2021 Admissions
Aiming to generate traffic to the website, we created a landing page that highlighted the school’s long-standing reputation, facilities, achievements & admission procedures for 2021. It had a neat CTA ( Call-To-Action ) for capturing the interests of parents, with auto-response email & SMS.
Google Ad Words Campaign:
As a part of driving traffic in the shortest possible time, we decided to bring up the school website on Google searches. Our Google Adwords plan covered keyword analysis, competitor’s activities in the desired target locations. The carefully worded ads were run in specific locations, specific time & with keywords which included Best Schools in Pondicherry, Schools near me, Best CBSE schools in Pondicherry, etc.
The ad performance was constantly monitored to tweak at necessary areas like keywords, budgets, and even changing the copy. Our media team was monitoring clicks, CTR, budgets along with details shared by the client on the validity of the leads that are getting generated.
Social Media Campaigns:
Additionally, we launched social media marketing campaigns on Facebook & Instagram. Visually appealing creatives were used to reach young parents who are also working professionals in & around Pondicherry. The messages carried the essence of what parents expect out of a good school. Again, the campaigns were monitored by the media team to use the right amount of budget augmenting Google Adwords.
Google My Business Optimisation
The Google My Business of the school was lacking the latest information in times of pandemic. We optimized the GMB of the school to reflect the right location, images & content that will serve the admission-seeking parents.
Local Listings
Apart from the above, we created relevant local listings that would reach the hyper-local clients. The listings were easily identifiable on Google Maps, with organic ratings and reviews by parents of the students. The listings redirected the user to the contact details or the website CTAs that would enable them to contact the schools for enquiries.
Conclusion:
With the above strategies, we managed to reach 3.5 lakhs of unique targets and created more than 10 lakhs in ad impressions in the desired geography. We also achieved the guaranteed 600+ Leads within the short span of 2 months.
The client was open to the suggestions that the team from Pixel Studios put forward, completely trusting us to get them the desired results. Transparent communication and clear goals proved crucial in implementing the right strategies. Being a renowned social media marketing agency, we were able to meet the client’s digital marketing goals within the set timeframe. Our niche team of experts has real-time market experience in following and creating trends, we offer reliable digital marketing services and web development services. Hit us with your problems and we’ll get back with the solutions.
