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Ryan International - Increasing Student Enrollment Through Digital Campaigns

Objective: Ryan International aimed to increase visibility and attract students from across India using targeted digital marketing campaigns on Instagram and Google.

Strategy:

  1. Platform Selection:

    Instagram: Utilized for its visual appeal and wide reach among younger demographics and their parents.

    Google Ads: Leveraged for search intent and display network to capturepotential students and parents actively searching for educational institutions.

  2. Campaign Design:
    Content Creation: Developed engaging and informative content highlighting
    Ryan International’s unique offerings, academic excellence, extracurricular opportunities, and success stories.
    Targeting:
    Demographic Targeting: Parents of school-going children aged 5-17.
    Geographic Targeting: Nationwide with a focus on metropolitan and tier-2 cities.
    Interest-Based Targeting: Parents interested in quality education, school reviews, and academic achievements.
  3. Ad Formats:
    Instagram: Carousel ads, Stories ads, and video ads showcasing campus life, student testimonials, and school achievements.
    Google Ads: Search ads for keywords related to school admissions, display ads on relevant websites, and YouTube ads featuring promotional videos.
  4. Budget Allocation:
    Instagram: 60%
    Google Ads: 40%

Results:

    1. Impressions and Reach:

      Instagram: 1.5 million impressions, reaching 800,000 users.
      Google Ads: 2 million impressions across search and display networks.

    2. Engagement:

      Instagram: 150,000 likes, 25,000 comments, and 10,000 shares.
      Google Ads: 100,000 clicks, with a click-through rate (CTR) of 5%.

    3. Conversions:

      Instagram: 5,000 inquiries through direct messages and link clicks to the admissions page.
      Google Ads: 8,000 inquiries through contact forms and phone calls.

    4. Enrollment Impact:

      Total increase in student enrollments: 2,000 students.
      Geographic diversity: Enrollments from 15 states across India, with significant numbers from Maharashtra, Delhi, Karnataka, and Tamil Nadu.

    5. Return on Investment (ROI):

      Total Campaign Spend: ₹1,000,000

      Estimated Revenue from New Enrollments: ₹20,000,000
      ROI: 1900%

Conclusion:

The digital marketing campaign for Ryan International on Instagram and Google significantly boosted the school’s visibility and led to a substantial increase in student enrollments from diverse regions. The strategic use of engaging content, targeted advertising, and multi- platform presence proved highly effective in reaching and converting the desired audience.