IPE

Intro

Established in 1964, Institute of Public Enterprise (IPE) is a Hyderabad-based management Institute. IPE offer a gamut of post graduate management degrees as full-time 2-year courses.

CLIENT

Institute of Public Enterprise

DELIVERABLES

Digital marketing

LIVE WEBSITE

www.ipeindia.org

Their Challenge —

Despite being reputed in South India for its flagship management programs. IPE was unable to fill all seats for two consecutive years.
In one particular year, IPE got only 22 students to enroll for a maximum intake of 600 available seats. This made IPE to relook at their marketing efforts to ensure they stay relevant in the management education sector and also increase the enrollment numbers.

Our Strategy —

Created and implemented a holistic digital marketing strategy to increase enrollment and also improve brand recognition. The strategy involved arriving at a very specific target audience who are seeking to upgrade their skills with a management degree or millennials looking to continue their education after a degree.

On the organic side, the strategy included revamping the website, creating digital assets that appeal to the target audience, creating a content strategy including blogging, social media posts, on-site and off-site Search Engine Optimization (SEO), Online Reputation Management (ORM) etc

To bolster the organic online marketing efforts, we also included a Paid Media Management (PMM) strategy that covered Google display and Pay-per-Click (PPC) ads, LinkedIn advertising, Facebook advertising etc., with specific landing pages to attribute the leads generated to the channel.

Once we were able to drive traffic to the website, we implemented a Conversion Rate Optimization (CRO) strategy through optimized landing pages, visitor journey mapping on the website, funnel optimization, heatmap tracking, A/B Testing etc.

Their Success —

10%
Higher conversion rate using CRO techniques than spending more on finding more visitors.
35%
Increased overall ROI from online marketing.
6 months
IPE managed to quickly fill all their seats in a short span with the 360 degree online marketing approach.

Conclusion —

The dramatic background behind the acquisition of Institute of Public Enterprise (IPE) by Telloquent was IPE getting only 22 seats registered out of 600 which made IPE to seriously contemplate on their marketing strategy. Despite being a reputed business school, the marketing strategy wasn’t quite successful. Telloquent took a comprehensive viewpoint by thoroughly analysing the brand communications. Telloquent devised a holistic brand communication strategy with the primary objective of building the brand and subsequently increase the enrolment. We deployed a multi-pronged strategy – a) Focused on an organic approach, revamped the website, deployed content strategy by developing digital assets b) Search Engine Optimization(SEO) and Online Reputation Management(ORM) c) Bolstered Organic online marketing efforts through Paid Media Management(PMM) and Pay-per-click(PPC) ads d) Optimized communications on LinkedIn and Facebook e) Implemented a Conversion Rate Optimization (CRO) strategy through optimized landing pages, visitor journey mapping on the website, funnel optimization, heatmap tracking, A/B Testing etc. The results were quite encouraging with 35.5% ROI in Online Marketing and 10% higher conversion rate.

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