"Maximising Admission Rates with Personalised Marketing: Effective Campaign Strategies for Indian Educational Institutions" : Dr Praveen G Thambi

 

Personalised Marketing: Tailoring Campaigns to Improve Admission Rates in Indian Educational Institutions

In the rapidly evolving educational sector, especially in India, one-size-fits-all marketing strategies are becoming less effective. Educational institutions are increasingly turning to personalised marketing to create targeted campaigns that resonate with prospective students and their unique needs. This approach allows colleges and universities to stand out, engage their audience more effectively, and significantly improve admission rates.

In this blog, we explore the concept of personalised marketing, its application within the Indian education sector, and how educational institutions can tailor their marketing campaigns to attract more students.

What is Personalised Marketing?

Personalised marketing is the practice of using data and insights to craft tailored marketing strategies aimed at specific individuals or groups. It focuses on creating a unique experience for each potential student by addressing their interests, needs, and aspirations. The approach can include customised content, offers, and communication strategies designed to increase engagement and conversions.

Personalisation can happen at various levels, from addressing a prospective student by their first name to delivering specific messages based on their behaviour or preferences. This strategy aims to build stronger relationships with potential students and ensure that the institution’s offerings align with their goals.

The Growing Importance of Personalised Marketing in Indian Education

The education sector in India has witnessed exponential growth in the last decade. With over 1,000 universities and 40,000 colleges across the country, the competition for attracting students is fierce. Traditional marketing strategies that involve generic ads or emails are no longer sufficient in differentiating institutions. To remain competitive, educational institutions must leverage personalised marketing to ensure that their message resonates with the right audience.

Here’s why personalised marketing is crucial in the Indian education sector:

1. Changing Student Preferences: Indian students are no longer passive recipients of information; they actively research and make informed decisions about their education. They are more likely to respond positively to personalised content that speaks to their career aspirations, interests, and goals. For example, a student interested in an MBA in digital marketing will appreciate receiving targeted emails that detail the programme, career prospects, and relevant alumni success stories.

2. Increasing Online Presence: With the rise of digital platforms, most students begin their education journey online. This shift means institutions must enhance their online marketing strategies and provide a more tailored, engaging experience. Personalised marketing allows educational institutions to deliver messages and offers that are directly relevant to the needs of prospective students.

3. Diverse Student Base: India is home to a diverse population with varying educational backgrounds, geographic locations, and career goals. Personalised marketing allows colleges to segment their audience effectively and deliver messages that speak directly to each group. For instance, a student from rural India might be more interested in online or hybrid courses, while an urban student might seek full-time campus-based programmes.

4. Improved Engagement: Personalised marketing fosters deeper connections with prospective students. By showing that an institution understands their needs, students are more likely to engage with the content and ultimately apply for admission. Research has shown that personalised experiences can increase student engagement by over 40%.

Key Strategies for Personalised Marketing in Indian Educational Institutions

To successfully implement personalised marketing, educational institutions must use various tools and techniques that align with the interests and needs of their target audience. Here are some key strategies:

1. Data Collection and Student Segmentation

The first step in creating a personalised marketing campaign is gathering data. Educational institutions should collect data through website interactions, past inquiry forms, social media engagement, and email sign-ups. By segmenting students based on factors such as:

• Program interests (e.g., Engineering, Business Administration, Medical Science)
• Geographic location (e.g., urban vs rural)
• Career aspirations (e.g., students looking for industry-specific courses)
• Academic performance (e.g., high scorers vs average scorers)

Institutions can create tailored messaging that resonates with each group. For instance, a student interested in pursuing a career in aviation can be sent personalised content about the aviation courses available, the infrastructure, internship opportunities, and alumni who have succeeded in this field.

2. Email Marketing and Automation

Email remains one of the most effective channels for personalised marketing. Institutions can create targeted email campaigns based on student interests, demographics, and behaviour. Using automation, educational institutions can set up email sequences that engage prospective students over time.

For example:

• Welcome Emails: These emails can welcome students and provide them with an overview of the institution’s offerings.
• Course-Specific Emails: Once a student shows interest in a particular course, they can receive tailored information regarding the course curriculum, benefits, faculty, and career opportunities.
• Abandoned Form Emails: If a prospective student starts but doesn’t complete the admission form, personalised emails can be sent reminding them of the benefits of applying and encouraging them to complete the process.

3. Personalised Website Experience

A student’s journey begins the moment they visit an institution's website. To ensure a more personalised experience, educational institutions should implement dynamic website content. By using cookies and tracking, institutions can display content based on the visitor’s previous actions on the website. For example, if a student visits the "MBA in Marketing" page multiple times, the website can show targeted content like success stories of alumni in marketing roles, the application deadline, or details about the faculty.

Additionally, having a personalised chat function powered by AI chatbots can be extremely helpful. These bots can collect information from students, such as their name, programme interest, and location, and provide tailored responses instantly. For instance, a student from Kerala interested in BBA Aviation could receive immediate details on scholarships, fee structures, and course timelines.

4. Content Marketing and Personalisation

Content is king, but only when it is personalised to meet the needs of the target audience. Educational institutions should invest in creating tailored content such as blog posts, articles, case studies, and success stories that speak to the unique concerns of prospective students. For example:

• For Rural Students: Educational blogs can be created that focus on how students from rural areas can benefit from distance learning or hybrid models.
• For International Students: Articles and video content explaining the application process for international students, visa requirements, and accommodations in India can be helpful.

By providing valuable, tailored content, educational institutions can build trust and attract more students.

5. Social Media Personalisation

Social media is one of the most powerful tools for engaging with students. Personalising social media campaigns can greatly improve engagement rates. Educational institutions can use platforms like Facebook, Instagram, and LinkedIn to target specific student groups based on their interests and demographics.

For example:

• Targeted Facebook Ads: Colleges in Bangalore offering BBA Aviation courses can run Facebook ads targeted at students who have shown an interest in aviation-related content or courses. By using Facebook’s targeting features, institutions can ensure that their ads reach the right audience.
• Instagram Stories and Posts: Institutions can personalise Instagram stories to highlight specific courses, faculty, student life, or success stories, thus building a more personal connection with prospective students.

6. Influencer Marketing for Personalised Outreach

Influencer marketing is increasingly becoming a powerful tool for educational institutions. By partnering with influencers who have credibility in the education space, institutions can personalise their outreach to prospective students. For example, an influencer who has experience with studying at a top Indian university can share their personal journey, the application process, and why they chose a particular institution.

Educational influencers can help humanise the institution’s message and create more authentic connections with prospective students. A Bangalore-based institution like Christ University, for instance, could collaborate with local influencers to reach more students who are specifically interested in courses offered in Bangalore.

7. Personalised Offers and Discounts

Another aspect of personalised marketing is offering exclusive discounts or scholarships tailored to students' profiles. This can encourage students to apply and enrol. For instance, institutions can offer:

• Early Bird Discounts for students who apply before a certain deadline.
• Merit-based Scholarships for high-scoring students in specific disciplines.
• Location-based Discounts for students from particular regions like rural or underrepresented areas in India.

These personalised offers help increase application rates and make prospective students feel valued.

Conclusion: The Future of Personalised Marketing in Indian Educational Institutions

The future of personalised marketing in Indian educational institutions is bright, and it is clear that the adoption of this strategy will continue to grow. By leveraging student data, institutions can create highly targeted, relevant, and engaging marketing campaigns that resonate with the right audience. Whether it’s through tailored email campaigns, dynamic website content, or influencer partnerships, personalised marketing has the potential to significantly boost admission rates for educational institutions in India.

By focusing on students’ individual needs, aspirations, and goals, Indian educational institutions can differentiate themselves in an increasingly competitive market. The key is to ensure that marketing efforts speak directly to the students’ journey, offering them a clear path to success through their chosen institution.

Ultimately, the institutions that master personalised marketing will be the ones that connect most effectively with the students of tomorrow.