The target audience for the program comprises individuals aspiring to obtain an MBA diploma from an institute of repute while working full-time. Individuals should have completed graduation, should have more than 3 years of work experience, and should have taken one of the following exams - GMAT, CAT, XAT, GZATE, WMP Entrance Test
Strategic Planning
As only 3 weeks were available to promote the WMP Program we planned for all-inclusive strategies like Google AdWords, YouTube Channel, Social Activation through Facebook and LinkedIn.
Creative
All creatives were precisely focused on the brand value of IIM Lucknow and the Corse itself. As time was very limited, the focus was more on Pay per Click (PPC) and the Direct Communication strategy was adapted.
Differentiated Digital Promotion Approach
Precise targeting was done to reach the precise TG who are prospects for the course. Age, Education, Interest Group etc. were meticulously filtered to reach the target segment. The outcome was controlled media spending and maximum Click-through rate (CTR). The same strategy was applied across all PPC platforms like AdWords, YouTube and Social.
RESULT
The campaigns were highly successful with huge website traffic. Also, the engagement in social media was well-received with a significant increase in the number of candidates in a few months for the programme.
