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IIM Trichy

Digital Marketing Campaign

IIM Trichy

Digital Marketing Campaign

IIM TrichyBar Icon

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.

Challenge

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.

Solution

We identified 4 personas who would be interested in pursuing this course.

  • Persona 1: 5+ year work experience: People in this bracket were looking for upward mobility and a role in the management; this course served as the perfect platform to enable that.
  • Persona 2: 10+ work experience: The mid-level leaders in an organization who wanted to stay connected to newer ideas and a younger audience.
  • Persona 3: Women after a break – Women who had a taken a break from work and were looking to bounce back.
  • Persona 4: Entrepreneurs – Start-up leaders who wanted to learn due processes and best practices while networking with the industry’s cream.

Digital Media Marketing

Digital Media Marketing

  • An ad campaign across Google, LinkedIn and Facebook was designed targeting these personas across touchpoints they would interact with.
  • They were then redirected to a landing page separately designed for each persona where they could fill an interest form.
  • The UX of the landing page ensured that all information about the programme was delivered in an infographic – based, easy to consume manner.
  • Emails were also captured through brochure and application form downloads.

Microsite

Email Campaign

  • An email campaign with messaging targeting each persona - their requirements and specific benefits from the course, was then embarked on.
  • People who did not fill out the interest form on the website were retargeted with persona-specific display ads across Google, Facebook, and LinkedIn.

Email Campaign

Impact

  • This 2.5 month long digital media and email campaign successfully generated 1538 leads for the client.

Enquire Now

  • USA

    Pennsylvania

  • UAE

    Dubai

  • INDIA

    Chennai | Gurugram | Bengaluru

  • Market Research
  • Brand Positioning
  • Brand Identity Design
  • Brand Collateral Design
  • Branding for Startups
  • Corporate Branding
  • Product Branding
  • Print Ads
  • Outdoor Ads
  • Offline Advertising
  • Performance Marketing
  • Digital Marketing
  • Linkedin Marketing
  • Meta Marketing
  • Google Ads
  • SEO/SEM Services
  • Social Media Marketing
  • Bespoke Website Design
  • CMS (WordPress) Based Website
  • E-Commerce Website (Woocommerce & Shopify)
  • Video Content
  • Corporate Film Production
  • Ad Film Production