IIM (Indian Institute of Management) Trichy offers a two-year full-time residential Post Graduate Programme in Management (PGP) and a two-year Post Graduate Programme in Business Management (PGPBM) for working executives at the Chennai campus. The IIMs are regarded as one of the most elite and prestigious business schools in the country.
The two-year PGPBM predominantly advertised their course through traditional media channels. With a growing number of their TG migrating to consume more digital media than traditional media, IIM decided to invest in digital marketing. However, their digital assets were archaic, and their website was not entirely optimized for mobile viewing. Moreover, the course needed more diversity with their male to female ratio skewed unfavorably towards men.
We identified 4 personas who would be interested in pursuing this course.
Digital Media Marketing
Microsite
Email Campaign