BNPS surpassed the enrolment targets by 140% through our Admission Marketing.
For the first time, this 50-year-old school opted for digital marketing over traditional media marketing. The sceptical stakeholders were in awe of the great outcome.
Bharat National Public School – Delhi
Bharat National Public School (BNPS) is part of the same education leadership as Happy English School, established in 1952. It was the first school in Trans Yamuna and a pioneer in education.
Established in 1974, BNPS has built a strong reputation for its quality education & is a K12 school located at Ram Vihar, Karkardooma, in East Delhi.
BNPS has been part of the “Leaders Category” in the Times School survey for four years. It is in the lead with high-class infrastructure, such as science labs with good facilities, the greenery of a huge playground, smart classrooms with the latest technology, and an indoor auditorium that is among the best in town, to name a few.
With excellent sports activities and academics, BNPS is helping students in the most effective ways. It is the ideal prep centre for holistic student development.
At our initial meeting with the school, they told us they had only ever done traditional marketing.
Like other institutes, the school faced a huge dip in admissions post-COVID. However, 2022 was the year they witnessed one of the lowest enrollments, which made them take desperate measures. That’s how they finally agreed to try digital marketing and found their way to us.
However, this being their first time investing in digital marketing, they were sceptical and needed more faith in its power, which naturally made them fearful of wasting money. Their lack of experience with digital marketing made it hard for us to convince them to drop traditional marketing methods and only rely on online marketing, which we suggested would lower the total costs they were allocating for ads.
The school also needed to improve its digital infrastructure and hygiene, as it had zero knowledge of digital marketing.
There were a vast number of things that needed to be done since this was BNPS’s first time running digital ads, such as:
- Setting up payment systems: We acquired all the accounts to set up payments after determining a budget and creating new ad campaigns and ad sets.
- Implementing conversion tracking: We closely observed how visitors interacted with our ads, measured campaign performances, and optimised our strategies to improve return on investment and drive more conversions.
- Setting up the landing page: BNPS, a digital marketing first-timer, had no landing page, so we curated a 6-fold long landing page that was easy to comprehend and visually aesthetic by design. We optimised the content by highlighting the school’s USPs.
- Configuring lead sheet systems: We set up a sheet where our team manually updated all the enquiries and shared them with the school’s admission counsellors in a timely manner.
Since they lacked faith in digital marketing and its power, to win their faith, we initially launched customised meta campaigns with a low budget, per the insights and target locations shared by the school.
To achieve our expected results, we suggested schools also work on their digital library and improve hygiene, as meta ads increase visibility, and people often decide to consider a school based on its image online. This meant they had to create value and consistently maintain it on all touchpoints, especially social media.
After capturing 2 to 3 leads per day, the school started to gain trust in digital marketing & our efforts. We requested to increase the budget & optimise our campaigns to reach a bigger audience, which increased the flow of leads to 15-20 per day & eventually increased the footfall significantly. Our marketing strategy resulted in 947 enquiries at a Cost Per Lead (CPL) of just 88.52 INR. This way, we helped the school reduce the total ad spend they used on traditional marketing alone earlier, leaving them awestruck with our precise digital marketing tactics.
We also subtly considered time, and as the campaign progressed, we customised our strategy from initially targeting junior classes to senior kids. We were able to target the right parents at the right time. With this approach, it wasn’t long before we achieved 100% of our targets and filled all the available seats at BNPS.
Not only this, we surpassed the given targets by 140%.
The school achieved results of great calibre with us that they had always hoped for but never anticipated witnessing, and they have decided to make Team Saarthi their saarthi for the next academic year as well.
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