APEEJAY INSTITUTE OF HOSPITALITY
Apeejay institute of hospitality, was struggling to create a space for it self even with it’s impeccable quality, prestigious alumni placements, association with The Park Hotels and campus within a five star hotel. They felt squeezed between well established institutions and lesser known hotel schools scattered throughout the twin city of Mumbai. Their marketing strategies relied majorly on traditional media like newspapers, while adapting to the changing times with new media was just a thought.
Located slightly off from the city centre, there were many other issues like awareness, reach, existing established competition and limited budget. Edify believes you can always leave behind the competition regardless of limitations of budget in one or more fronts.Combining a focussed use of right media with complementing engagement tools and slight tweaking of the website was a plan for the AIH.
Sending the right message to the specific audience was the key to reach out to the potential students and position AIH as the best hotel management school in the city.Well defined messages were crafted to position AIH against the established hotel schools, highlighting the distinguished properties of program, available exposure to students, strong placements, esteemed faculty and expertise in hotel management domain.
Edify helped them achieve more with less through pay-per-click campaign and have a major share of the pie by winning more prospects with limited marketing activities. Within few months of Campaign * 2100% ROI * 50% increase in enrollments * Improved quality of students (Attracting the cream of audience) Our association with the Apeejay Institute of Hospitality has grown stronger with trust and increased scope of activities. We are confident of battling it out with the competitors together.
SHEILA RAHEJA INSTITUTE OF HOTEL MANAGEMENT
When our team met decisions makers at SRIHM they had a great vision, best in class facilities for students with resources to envy for, backed by a giant organisation offering quality Hospitality & Culinary graduate programs. Simply opening the doors and waiting for students to walk-in is a dream that cannot be a reality if you don’t work to make it one.
Located at densely populated suburb it had the advantage of masses but was equally disadvantaged competing against well established institutes. It was virtually invisible making it challenging to reach the masses with required aggression considering the time limitations.Without a proven track record or establishing a trust among prospective students was another challenge.
We built the brand ground up. We started with collecting all the content, resources and information and transforming it into a website that expressed expertise, experience & grandness to create trust, engagement and curiosity for potential visitors. The next step was to get the word out and reach the audience through the sources they trust. The image building and reputation management plan was launched to create presence similar to well establish competition along with the touch points to facilitate conversation.
SRIHM become the talk of the town within few days from the launch during admission season. The user attention grabbed and engagement created chewed on the major chunk of the pie instantly placing them on the map of well reputed hotel institutes in the region. The campaign results * 3000% ROI * 90% conversion rate in the very first year * Online queries and walk-ins Our relationship with SRIHM is flourishing, new programs are being added every year to keep up with the demand from industry and the students. The deployed resources are being utilized to the maximum justifying the ROI like never before.
INTERNATIONAL INSTITUTE OF SPORTS MANAGEMENT
During the initial research and interactions we were delighted to know that IISM is a pioneer in sports management offering exclusive quality programs, advanced and ahead of time on a flip side it meant undeveloped market limited awareness leading to low understanding and trust.
On studying the interest levels and demand for programs it was evident that there was a huge base of students & sports professionals who ever interested in the program to make their passion into career, but there was no awareness about the programs offered as it was a niche and not affiliated to any university.
There were limitations in terms of budget and human resource as the institute was not doing good, hence there was a need to optimize the resources to fullest. This eliminated the opportunity to spread awareness on a larger scale and create a buzz. We devised a search and social based strategy to reach the precise audience and engage with them for higher rate of conversion. Prospects were engaged on online platforms for initial counselling on mass as well as individual basis for specific queries to filter the qualified audience.
IISM achieved 100% enrollment for the first time. People wanted to be connected to sports appreciated the initiative and program. The statistics * 1100% ROI * 100% enrollment * 70% qualified audience * User engagement established for the first time