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Micro communities, Applicant life cycles of MBA candidates, Integrated content mapping systems
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How to Build a sustainable Demand for your MBA Program?Micro communities, Applicant Life Cycles, and Integrated Content mapping strategies
Case studies from PaGaLGuY.com
Extremely active Micro-communities Brilliant and relevant content mapsDedicated time and resource
Common Denominator for all success stories on PaGaLGuY
Some results/casesCase 1:B-school in Chennai generates more than 25% growth in Application numbers each year through this strategy
Case 2: B-school in New Delhi increased its application base by 30% from 2013 to 2014
Case 3:A tier-2 b-school from Bangalore generated 200% improvement in their enquiries and counseling numbers within 1 year
What’s the model behind these success stories?
Step 1: Identify the Applicant life cycle
Phase 1 >> ResearchPhase 2 >> PrepPhase 3 >> ApplicationsPhase 4 >> Admit
ALC varies typically between 3 to 8 months depending upon profile of the candidates
Step 2: Define a Clear strategy per phase
Phase 1 >> Research >> DiscoveryPhase 2 >> Prep >> NetworkingPhase 3 >> Applications >> ConversationsPhase 4 >> Admit >> Conversions
Step 3: Design objectives for each phase
Discovery >> How would you maximize access to your b-school brand? Creating Early adopters
Networking >> How would you scale the network and create your micro community?
Conversations >> How would you “maintain” your community and headhunt better candidates?
Conversions >> How would you help candidates with the final round of queries and reduce loss of applications?
Step 4: Relevant Content - Discovery
Step 4: Relevant Content - Networking
Step 4: Relevant Content - Networking
Step 4: Relevant Content - Networking
Step 4: Relevant Content - Conversations
Step 5: Integration
Aspirants life cycle begins
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Discovery
Networking
Conversations
Conversions
Step 6: Measurement
Metrics: - Unique Candidates engaging with the micro-community- Average time spent per visit- Number of Followers/comments/subscribers- Total Unique pageviews generated by your brand across all systems
Tangible results you could realize:
1. Candidates spend more time on you brand due to relevance, integration, and proper content maps
2. Micro-community generates its own moderators, influencers, mentors, and generates super-linear demand trend
3. Continuity and stability of your brand equity
We will need to Change definitions
From To
Broadcasting as per our deadlines Engage as per the candidate’s life cycle
Publishing what we deem important (like PR articles)
Strategize on the 4 phases (DNCC) and integrate different forms of content
Measuring traffic to our site/webpage Creating a micro-community
Advertising and marketing definition Recruiting and headhunting frameworks
Over to Gaurav