case study

A NEWLY LAUNCHED HOTEL MANAGEMENT INSTITUTE GENERATES 150+ LEADS IN 2 MONTHS

IAM Belagavi is a part of a leading hospitality management institute known as the Institute of Advanced Management (IAM). IAM has campuses at Kolkata, Guwahati and Belagavi. The brand celebrates its 31 years of success and they have launched a new branch in Belagavi.

About Client

IAM Belagavi is a part of a leading hospitality management institute known as the Institute of Advanced Management (IAM). IAM has campuses at Kolkata, Guwahati and Belagavi. The brand celebrates its 31 years of success and they have launched a new branch in Belagavi.IAM Belagavi approached us with the goal of generating leads for their first batch of admission which started in the month of September. An additional challenge was that this was an in-person class training,  and the pandemic was still raging in parts of the country.  We started by designing and developing a lead focussed website on WordPress, prepared SEO-focussed content, and ran campaigns on Facebook, Instagram and Google to generate the leads.

WHAT WE DID

The Institute was looking for students who have completed 10th or 12th grade. So we waited and planned in such a way that the campaign goes live as soon as their board results are published. Initially, we did an interest-based targeting for the students in the age group starting from 15. But after one month, Facebook introduced a new update where the advertisers are not allowed to target people under the age of 18. This made us revisit our plan for the students who recently completed 10th and as a result we shifted our strategy to target their parents. 

Considering the institute was newly launched and they have never been into any online events, we advised and helped the institute to conduct an online webinar event on the topic ‘Hotel Management Careers Post Covid 19’’ to enhance the brand reach and value. As part of hosting the webinar, we created a landing page for webinar registration. We promoted the event both offline and online. We were able to get around 50+ registrations in one week. This first time online event was a great success for the brand.

Services provided

Keyword Research for Google Search campaigns and SEO

Basic optimization of the website, Content improvement and landing page optimization of the course page.

Media plan and campaign execution on Instagram and Facebook

Planning and Execution of Google Search campaigns and Display campaigns

Webinar event Planning, Landing page creation, execution, organic and paid promotions of the event

RESULTS

We were able to get 150+ leads from our paid Campaigns and 50+ registrations for the webinar event. 11 of the 150 leads went on to take admission in the college. 

We see an improvement in the traffic within three months, that is 60 users per month to 2000 users per month. 75% of traffic is from paid campaigns. Also a 470% increase in organic traffic in the last three months.