Kirloskar Institute of Management(KIM) is an integral part of the prestigious Kirloskar Group, a trailblazer across diverse sectors for over 134 years, ranging from engineering to energy soluEons. Renowned as a premier management institute in India, KIM offers a comprehensive 2-year full-time PGDM program, available at campuses in Pune and Harihar.
KIM approached us four years ago, facing significant challenges that hindered their growth and visibility. These issues encompassed limited brand recognition, declining admissions, inadequate brand visibility, and a lack of transparency in agency dealings and media procurement. Moreover, they lacked crucial data for informed marketing decisions, necessitating a complete rebranding to reaffirm their premium B-School status. Their social media strategy lacked direction and impacful content, while an online admission process was non-existent. Overall, a strategic approach to both digital and broader marketing efforts was missing.
We aimed to portray the genuine KIM experience through a story-driven video series featuring alumni, faculty, and students. This authentic approach humanized the brand, establishing a connection with the audience. Simultaneously, we conducted a meliculous 'Gap Analysis' to identify and address critical areas for enhancement. Launching a multi-platform campaign across Google, Meta, LinkedIn, and others bolstered immediate admissions, supported by an opEmized online admission process. A long-term content strategy, focusing on compelling storytelling, contributed to a significant spike in direct admissions over three years, soaring from 10% to an impressive 70% across both campuses. Complementing these strategies, our utilization of SEO, ORM, and sentiment analysis facilitated a deep understanding of KIM's digital presence, refining campaigns for precise targeting based on datadriven insights.
Our strategic initiatives yielded remarkable results, redefining KIM's digital footprint and enhancing brand recognition. Notably, the campaigns facilitated a substantial increase in admissions, underscoring the effecEveness of our approaches. Organic clicks surged by 600%, while website impressions skyrocketed by an exceptional 833%, driven by the prominence of over 500 relevant keywords. Social media engagement witnessed unprecedented growth, soaring by 310%, particularly on LinkedIn, and overall brand engagement amplified by a significant 300%. The most significant transformation was witnessed in direct admissions, skyrocketing from a mere 10% at the commencement of our partnership with KIM to an outstanding 70% through direct means.These milestones speak volumes about the transformative impact of our strategies on KIM's digital presence and brand visibility.
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