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INIFD Pune Kothrud - International Institute of Fashion Design and Interior Design

Scenario

Inter National Institute of Fashion Design (INIFD) over the past 25 years has offered training focused on aspirants of all levels. It is one of India’s premier public institutions and is recognised globally for Fashion and Interior Designing.

When they approached us, they had three crucial requirements:

• Attract the highest number of Fashion & Interior design students for their learning programs. 
• Reduce marketing costs
• Generate more sales

Challenges

To know about the loopholes and provide them with a strategic solution to achieve a long term goal; we had various brainstorm sessions. So our research included a variety of topics:

• Understanding the Buyer Persona
• Competition research
• The primary source of website traffic?
• What are their previous marketing budget and total amount spent?
• Do they have any existing content available for repurposing?
• How can we increase their social media engagement?
• How many admissions are required and the time frame for achieving the results?

Solution

• Based on the requirements of the students who looked for the courses, we segregated the existing lists  and curated customised content
• Extensive customised campaigns were designed i.e. countdown campaign, #designyourgrowthstory campaign, content offers, blogs, articles that showcased the courses and provided the readers with personalised details as per their requirements. 
• Email marketing to engage prospective students and nurture them to make an informed decision
• 360 degree paid marketing campaign was created, which generated visibility & helped us achieve our goals & reach the target audience.

Results

The whole strategy was extraordinarily successful & resulted in achieving a total of 76.4% of the base target requirement in a period of five months, which, in return, increased their business and goodwill.

The achievements included two other major things like:

• The applicants gained insights on career development opportunities and programs including certifications, skill development and new-age technologies that will help them shape their future growth within the content material they received.
• Increase in their social media engagement
• Overall website visit and conversion rate were increased by lead nurture emails and automated workflows.