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 private university, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A private university
- Sector
- Education
- Team engaged
- Digital Marketing
- Services
- Performance marketing, Lead generation, Marketing automation
Client challenge
The university received many enquiries but few completed applications.
Research objectives
- Deliver on the brief: an admissions campaign for a private university.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Admissions season.
Audiences we typically reach in education
StudentsParentsTeachers and principalsEdtech usersEmployers
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Search and social campaigns
- 3Nurture emails
- 4Insight
We ran search and social campaigns by programme, built course landing pages, and nurtured enquiries with emails and WhatsApp messages answering common questions.
Performance marketingLead generationMarketing automation
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
- Admissions are won between the enquiry and the application.
Recommendations
- Build on the core insight: admissions are won between the enquiry and the application.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Completed applications rose as a share of enquiries, and counsellors focused on applicants nearing a decision.
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: which admissions campaigns work?