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

1. 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

2. 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
Goal – Increase Admissions

3. 1. Align Campaign Goals to
Business Goals
2. Establish Marketing Media Goals
3. Determine Campaign Marketing
Goals
4. Audit Social Presence
5. Survey Search & Display
Audience
6. Core Keywords of Target
Audience
Table of Contents
7. Core Keywords of Target
Audience
8. Know BTech Competition
9. Take Action Post Audit
10. Search Keyword Audit Learning
11. Develop Campaign Content
Strategy
12. Measure Campaign Progress

4. Campaign Goals
Brand Awareness
Product Leadership
Viral Co-Efficiency
Leads
Sales
Business Goals
Reach
Reviews & Testimonials
Shares, Likes, Retweets
Drip Marketing Actions
Conversion
Align Campaign Goals to Business Goals

5. Establish Marketing Media Goals
● 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
Highlights
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?

6. 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.

7. 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.
● 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.
Highlights

8. Social Media
Sites
URL Followers Activity Entails Action
Facebook
Schedule updates for
next 30 days
Visual Updates with
hashtags & post CTA
analytics
Twitter
Initiate 1-on-1
conversations
Target popular trends
with an ideal post CTA
explainer.
YouTube
Boost branding
experience & create
impressions of
successful conversions
Create explainer
videos and alumni
reviews
LinkedIn
Create network of alumni
and prospective students
Career newsfeed
updates backed by
informative data that
creates impact for
registrations.
Blog
Posts from thought
leaders & students
Share success stories
around brand
experience.
Audit Social Presence

9. 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.
● 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.
Highlights

10. Core Keywords of Target Audience
Core Keywords Group
Keyword
Types
Av Mo Search Competition Suggested BID Keywords
Top Engineering Private
College
Broad Match 1k – 10k Medium INR 6.66 Keyword Ideas
“B Tech Admissions” Phrase Match 100 – 1k Low INR 25.68 Keyword Ideas
Engineering Degree
Courses
Broad Match 10 - 100 Medium INR 52.27 Keyword Ideas
Admission for degree
courses
Broad Match 10 - 100 Medium INR 54.07 Keyword Ideas
[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

11. 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.
● 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.
Highlights

12. Know BTech Competition
Landing Page Competitor Strengths Weaknesses Content That Resonates
https://www.urbanpro.com/l
andingPage/show?id=750& Urban Pro
Just a Lead Generation
Channel
Not a College or
University
http://admissions.bennett.e
du.in/b.tech/
Bennett
University
Times Group Company
Non-Informative
Website other than
marketing tit bits.
http://www.shiksha.com/ma
rketing/Marketing/form/pag
eID/2728
Shiksha
Just another lead generation
channel but listings here will
be a plus
Not a college or
University.
https://applications.srmuniv.
ac.in/ SRM University Informative website
Under Par Website
and under par landing
page
http://pes.edu/pessat PES PESSAT Clean Website Limited CTA triggers
http://manipal.edu/content/
mu/lp/mit-btech.html Manipal Good Clean Landing Page
No CTA triggers or
automated time out
follow ups.
http://smu.edu.in/smit/progr
ams/program-list/btech-in-
civil-engineering.html
SMU
One of the best website with
rich visual appeal conducive
for successful conversions
Limited CTA Triggers

13. 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.
● 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.
Highlights

14. 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.

15. 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.
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.
Highlights

16. 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.
● 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)
Highlights

17. Who We Are & What We Do
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18. We are HTML Coders with expertise in
responsive designs and over 9 years
experience in digital marketing that covers
everything from SEO to SMO, from SEM to
SMM. We strongly believe our leadership
will boost core objectives expected from
our job responsibilities by our hirer.
For more just Google “Pallab Kakoty” or
hashtag #HSHDSH
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