JSHM, a professionally managed International Hotel and Hospitality Management School in Vadodara, was facing an issue of boosting admission enquiries within its marketing budget. Challenge for us was to strategize a marketing campaign which could enhance enquires and while optimizing their marketing budget.
Our research showed that the ‘go to’ place for the younger generation is the internet and social media. Therefore strategically it was the best platform to tap the young aspiring students. The result was the roll out of a banner and pay-per-click search engine marketing campaign, which clearly generated more inquiries and materialized into more admissions. The Pay Per Click (PPC) route also ensured that only the serious TG was attracted. The online campaign helped slashed the marketing spend to 1/4th of the cost incurred earlier on print media campaigns at the same time increasing the enquiry rate.