SAINTGITS: Reaching Untapped Audiences

Aaroh enabled Saintgits to increase their admission rates by gaining traction

Context

Saintgits Group of Institutions in Kerala comprises of the College of Engineering, Institute of Management, College of Applied Sciences and Institute of Computer Applications. The courses are NBA Accredited and ranked No 2 among private institutions in Kerala – however, they had a geographically limited reach, especially among higher ranked students from neighbouring districts. Saintgits needed to be seen and heard in larger parts of Kerala and other states with more information reaching them about the exciting things happening in the campus which made it the No 2 college in Kerala. This was required to improve the overall pool of students attracted to the institution.

CMO on Demand: Marketing Strategy and Planning

 
    Brand Strategy

  • Sharpened positioning by developing key messaging aligned with the organizational objectives and changing set of audiences.
  • Created the brand identity program.
  • Established a robust online presence and engaged the community on the key events at Saintgits.
  • Initiated end-to-end digital campaign plans for different parts of the year, widening the audience set including parents and students from 16-22 years in larger parts of Kerala and neighbouring states.
  • Advised on a comprehensive marketing program, processes and admissions process. Helped improve the in-house marketing team and information generation model to support marketing through out the year.

  • New Offerings

  • Helped them crystalise on two new departments and strategy for positioning them among students

    Commercial Excellence

  • Introduced CRM for robust tracking of leads
  • Created visibility for admissions process across the leadership team for close tracking
  • Created programs for visibility among school children and their parents

Marketing on Tap: Campaign rollouts

 
  • Revamped  the website and improved the ranking in search engines by incorporating onsite and offpage SEO initiatives.
  • Consolidating and establishing social media presence for each of the colleges through the official pages – organic campaigns as per pre decided short term organisational objectives depending on the time of the year.
  • Managing Facebook/Twitter/Instagram pages – creating content calendars by associating with key leaders of the individual institutes.
  • Increasing social media engagements for promoting the college fests, patents, innovations, achievements and other extra-curricular activities in a regular basis. Engaging with the predefined communities through out the year.
  • Developing short films depicting the array of exciting achievements and happenings at Saintgits.
  • Managing the YouTube Channel to give the audiences a glimpse of the “Life at Saintgits”.
  • Initiating campaigns to engage more students from Kerala and other states as well as countries.

Impact

  • In these times of plunging admission rates in BTech/Engineering, Aaroh was successful in increasing the number of applications of students year on year.
  • Number of higher ranked students applying for admissions in Saintgits improving each year with the no of applications with aggregate marks of 90+% increasing from 3 to 94 students within 2 admission seasons.
  • Consistent communication on social media platforms enabled stronger community connect between students and prospective students and parents.
  • Successful campaigns resulting in lead acquisition at 1/5th of the published industry standards year on year

Client Speak

Saintgits has a relationship of trust with Aaroh. Often they have fiduciary responsibility of a significant part of our marketing budgets. Alignment to our objectives and transparency in the reporting have ensured that we develop a completely open relationship. Today, Aaroh is an integral part of our leadership team.In the past 2 year that we have worked with Aaroh, both our offline and digital presence has transformed dramatically. We still have a long way to go, but Aaroh has worked with our large leadership team, 4 colleges with 8 different kinds of audiences, and our lean marketing team to take complete charge in certain areas to deliver growth and results – supporting us during our critical events and admission season with war room like efforts.Punnoose George, Chairman(Saintgits Group of Institutions)

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