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Inaugurated in 1981 by the then British Prime Minister, the Rt. Hon. Margaret Thatcher, the school has grown over the years to be recognized as one of the top 10 business schools of India. SPJIMR runs a number of executive and regular Management programs.
One of the popular program run by SPJIMR is the Global Management Program, popularly known as the GMP. Under this program, the student does part of their studies in the Mumbai campus of SPJIMR and part in one of the five partner Schools in the US or Europe. These schools are Brandies and Maryland in the US and EBS, IESEG and Nyenrode in Europe.
Due to the nature of the program and the strong selection process for this course, it is not always easy to reach out to the right set of candidates and educate them about the benefits of this course, that has a perfect blend of local and International flavor. Within a limited budget, SPJIMR wanted to leverage the social media to reach out to a targeted audience and get them excited about the benefits of this program.
Being one the top 10 Management Schools in India, SPJIMR did not have a problem in brand visibility and so with mass advertisement could attract hundreds of applications for the limited number of positions. However, it was important for the school to get the right set of candidates who would be eligible, can pay the fees and satisfy the eligibility criteria for the foreign schools as well.
Communicate the core ethos and objectives of the GMP Program
Reach out to the right set of potential students for this program
Get leads of interested candidates so the admissions outreach team could follow up and close
Digitalyx used a combination of Facebook, Instagram, Google Search Engine Marketing and YouTube to achieve the above objectives. Facebook, Instagram, and YouTube were used for content marketing to communicate key information about the program and also along with Google Search Engine marketing to generate the leads.
By the middle of Feb (admissions for the session closes in March), there were ample relevant applications to fill all the available seats. Towards the middle of March, after a couple of screening processes, the Program achieved its admissions target for the year.
Since then, SPJIMR has been a client of Digitalyx-ABP for five consecutive admissions seasons now. While the broad strategies remain the same, there are some differences in the approach every year and new partner schools get added and old ones leave. Year after year, we have been able to get the cost per lead down.
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