Case Study -
ABC university is situated at one of the biggest student hubs of the country- Pune. It offers 2 programs- PGDM & Global PGDM (1 year in ABC University and 1 year in Liverpool University).
The University ensured an 85% placement record for the last 3 years, at an average CTC of 10 Lac per annum. The PGDM fees is 8 lac and Global PGDM fees is 12 lac.
Last Year, ABC University collaborated with Collegedunia and delivered 80 Applications. Lead-wise data is attached for your reference. This Year ABC University has summoned Collegedunia to present this year's proposal and the manager has selected you to present this year's strategy. Traditionally, ABC University, for the last 3 years, has been consistent with its Traditional Marketing Budgets with ATL and BTL activities, with ~ 5 Cr. per annum. However, Online budgets of ABC University have been ~ 80 lac per annum, with Collegedunia claiming 20 lac in Last year's campaign.
The Collegedunia Management expects the Account to be grown to 2 Cr this year. As a BDM, you are hereby advised to develop the Marketing, Content and Operational Strategy for ABC University for this year, and present to the client.
You are requested to use the attached data to find insights for your strategy. Any data presumed, should be mentioned in the Assumptions Section.
Answers
Answer:
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Step-by-step explanation:
To develop the Marketing, Content and Operational Strategy for ABC University for this year, we need to analyze the attached data and identify insights that can guide our approach. Here are some key observations:
Applications and Leads:
In the last year, ABC University received 80 applications from Collegedunia, out of which 29 were converted into leads.
Assuming a similar conversion rate for this year, we can expect around 58 leads from the 160 applications received this year.
Placement Record:
ABC University has a strong placement record of 85% for the last 3 years.
The average CTC offered is 10 Lac per annum, which is a good selling point for prospective students.
Program Fees:
The PGDM fees is 8 lac and the Global PGDM fees is 12 lac.
This information can be used to target students who are looking for a program within this price range.
Marketing Budgets:
ABC University has been consistent with its Traditional Marketing Budgets with ATL and BTL activities, with ~ 5 Cr. per annum.
Online budgets of ABC University have been ~ 80 lac per annum, with Collegedunia claiming 20 lac in Last year's campaign.
The Collegedunia Management expects the Account to be grown to 2 Cr this year.
Based on the above insights, here is a proposed strategy for ABC University:
Content Strategy:
Develop compelling content that highlights the placement record of ABC University and the average CTC offered.
Create specific content for each program (PGDM and Global PGDM) to showcase the unique features and benefits of each program.
Utilize social media platforms, blogs, and email campaigns to promote the content.
Marketing Strategy:
Increase the online budget to reach a larger audience and generate more leads.
Allocate a significant portion of the budget to Collegedunia, as it has already proven to be a successful channel.
Utilize other online platforms such as Google Ads, LinkedIn Ads, and Facebook Ads to reach a wider audience.
Conduct virtual events and webinars to engage with prospective students and showcase the university's programs.
Operational Strategy:
Streamline the application process and ensure a smooth and hassle-free experience for prospective students.
Use data analytics to track the effectiveness of marketing campaigns and adjust the strategy accordingly.
Provide personalized counseling and guidance to prospective students to help them make an informed decision.
Assumptions:
The conversion rate for this year's campaign is assumed to be similar to last year's campaign.
The marketing budget allocation to Collegedunia is assumed to be proportional to the overall budget increase.
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