Leadership / Values
Marketing Campaign Case Study
Challenge:
Launch a new educational institute, Greenwich Global Institute (GGI), in Karachi, Pakistan, establishing brand awareness and driving admissions for two key programs: Pre-University Foundation Program (L4) and Fashion & Textile Design Diploma.
Target Audience:
Young adults (18-34) with a focus on females, primarily from affluent areas like DHA, Clifton, PECHS, and Gulshan.
Solution:
A multi-pronged marketing campaign spanning Fall 2023, leveraging Social/Digital Media Marketing, On-Ground Marketing, Affiliate Marketing, and Influencer Marketing.
Key Strategies:
- Social Media Domination: Organic content (video testimonials, faculty insights, program highlights) and targeted paid campaigns on Facebook, Instagram, TikTok, and YouTube to reach and engage the target audience.
- Partnership Power: Collaborations with FHM, Peoples Magazine, and other regional media outlets to extend reach and build brand credibility.
- Campus Connect: Guest speaker sessions, informative sessions inside GU classes, and project displays to directly connect with potential students.
- Outreach & Visibility: Academic visits, marketing tours, bus wraps, and outdoor pole signs to generate buzz and awareness across Karachi.
- Engaging Events: Inter-college debate and sports competitions to attract attention and build community engagement.
Results:
- Increased Brand Awareness: GGI established a strong online presence, with significant engagement on social media platforms.
- Qualified Lead Generation: Targeted digital and on-ground campaigns generated a consistent flow of high-quality leads for both programs.
- Enhanced Brand Image: GGI positioned itself as a premium educational institute offering academic excellence, global perspectives, and personalized learning experiences.
Budget & ROI:
- The campaign operated on a budget of $2,220, achieving considerable visibility and lead generation for the targeted programs. The return on investment (ROI) was significant, with each admitted student bringing substantial long-term value to the institute.
Key Learnings:
- Multi-channel marketing with a focus on targeted platforms and partnerships proved highly effective.
- Engaging content and interactive activities drove audience engagement and brand recall.
- On-ground activations provided valuable touchpoints and built trust with potential students.
Project Information
Client:
Greenwich Global Institute
Location:
Karachi, Pakistan
Date:
November 30, 2022
Website:
https://greenwichglobal.institute
