Revenue of ₹25.4 Lakhs for The Kalyani School with a ROAS of 7,715% During the COVID-19 Pandemic

I have been working with Ammar for a while now and I have to commend his great presence of mind and problem solving skills. I am happy to say that I chose Ammar to be one of our digital partners. I have seen a huge revenue spike since my collaboration with him. Great job!

– Prerna Mahtani, Digital Consultant – The Kalyani School

Overview:

The Kalyani School is one of the best schools in Pune, India and has been carrying that reputation since its establishment in 2015. Understanding the importance of social media marketing, The Kalyani School has invested its time and resources in maintaining a very good social media presence. Their name started being in the top schools in Pune with overwhelming response from parents when the school opened for admissions every year.

Problems Faced:

Experiencing the business and the overwhelming response the school did, they decided to start a new batch for class XII. However, COVID-19 pandemic stuck and India announced its first lockdown right before the admission season began. Anxious about the future, the school’s thinktank turned towards its number one branding source i.e. social media.

They started promoting the new batches via the usual methods but didn’t receive the usual response as they usually do, mainly because most of the parents were already aware of the new batch and weren’t interested in the offering as their kids were already in the school in different batches.

Another challenge that came forward was that pupils from other batches also started to drop, some regular drop-outs and some due to financial crisis. This snowballed into vacancies that the school had never experienced in its brief existence. Seeking to get out of this hole, The Kalyani School approached Marcabees to fill its admissions crisis during this COVID-19 pandemic.

Objective:

Primary objective was to fill seats in class XII (the new batch launched this year). Along with class XII there were other batches that had empty seats as well, especially class VII and class XI. Receiving admissions leads for all vacant seats was the top priority of our campaigns.

Secondary objective was to regain trust that The Kalyani School can operate normally and function as it used to even during these tough times. Many schools in India started moving their classrooms online, and The Kalyani School followed their footsteps. Displaying that was also important as it communicated that the school’s top management was ahead of the situation and student’s education was their top priority.

Strategy:

Marcabees’ team decided to tackle all the issues via social media marketing; organically and through paid ads.

After intense research, Marcabees had shortlisted Facebook & Instagram as the ad platforms to fill out vacant admission seats for class VII, XI & XII.

Finding the right Target Audience was the key. Using multiple tools and Facebook’s AI & ML, we formed synergic audiences that could turn into profitable customers.

We are familiar with the problems of efficiently scaling profitable ad campaigns on social media platforms.

We decided to take advantage of the client’s robust website and created effective landing pages that would yield maximum traction. Once those landing pages were creating, we integrated with the ad campaign and started our A/B testing.

One of the most important aspect is presenting the right content in front of the target audience. The content should entice the viewer and make them visit our landing page to explore further. Images, infographics and videos were created beautifully to encourage lead generation.

After pushing the ads live, we monitored every activity and optimized the campaigns accordingly.

Results:

In just a few months through our advertising efforts we were able to fulfil all Kalyani’s admissions requirements.

1. 113 Leads were generated through our campaigns
2. Overwhelming revenue of more than ₹25.4 Lakhs was generated within a span of 56 days only
3. Ad Campaigns achieved a whopping 7,715% ROAS (Return On Ad Spend)
4. Ad Reached around 2 Lakh people on Facebook & Instagram