Illustrative engagement. A representative scenario showing how we approach this kind of work in education. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping education
Schools, universities, edtech companies and education programmes need evidence from students, parents and teachers, and marketing that reaches families at the right time.
- Parents research schools and courses online
- Edtech usage depends on teacher and parent support
- Programmes must show learning outcomes
Client background
A test-preparation institute, working in Delhi NCR. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A test-preparation institute
- Sector
- Education
- Team engaged
- Digital Marketing
- Services
- SEO services, Content marketing, Landing page & CRO
Client challenge
The institute relied on paid ads, and costs rose every exam season.
Research objectives
- Deliver on the brief: growing organic enquiries for a coaching institute.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Six-month programme.
Audiences we typically reach in education
StudentsParentsTeachers and principalsEdtech usersEmployers
Geographic coverage
Coverage: Delhi NCR. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Course pages
- 3Exam guides
- 4Insight
We created detailed exam guides and course pages targeting what students search, improved site speed and added clear enquiry forms.
SEO servicesContent marketingLanding page & CRO
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Helpful guides earn students' trust before they enquire.
Recommendations
- Build on the core insight: helpful guides earn students' trust before they enquire.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Organic enquiries grew steadily, reducing dependence on paid ads during peak season.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: did the programme improve learning?