Designing a Dominant Lead Engine
About The Brand
Silica
SILICA is a leading career institute helping students crack competitive design entrance exams like NIFT, NID, NATA, CEED, UCEED, and more. With both offline and online programmes, SILICA also offers self-paced test kits for aspiring design students across India.
Client Brief
Brief From Silica
The objective was to generate high-quality leads across 30+ centres with a monthly target of 1,800+ leads, while maintaining a strict cost-per-lead of ₹1,200 and a conversion rate of 8%+.
Additionally, SILICA aimed to scale its presence with 10 new franchise locations and dominate impression share in an intensely competitive search space.
The Catch
Design entrance coaching is a high-stakes, high-competition category with multiple legacy players vying for visibility. We needed to not only occupy a dominant share of voice on search but also reduce leakages across the funnel through innovative, insight-led interventions.
Solution
The Edulatte Strategy | Built for How Education Works
Awareness
We launched engaging Meta campaigns tailored for students, using relatable, student-first messaging to build brand connection and familiarity.
Webinars were conducted targeting parents of students from Grades 8 to 10 to expand early funnel engagement.
Consideration
We conceptualised and promoted a student-driven contest – Drawing N Designing – which encouraged participation and interaction from aspiring design students, creating both buzz and brand affinity.
Our creatives highlighted unique course offerings and success stories to build relevance and credibility in a crowded market.
Conversion
We developed a sharp keyword and ad copy strategy, structured into high-intent (coaching, classes, tutorial, admission) and mid-intent (results, test papers, sample papers) buckets. This structure helped us achieve CTRs of over 8% on search.
Our conversion-optimised landing page delivered strong performance, with a 10–12% visit-to-lead conversion rate.
Retention
Using our in-house marketing automation tool, TRIPLEAD, we nurtured leads across email, SMS, and WhatsApp, ensuring timely follow-ups and consistent brand touchpoints through the funnel.
The Result
We delivered 3,000+ leads per month across 30+ centres, maintained 90 %+ impression share on search, and scaled ROAS from 2.5 to 4.5. SILICA’s digital footprint grew stronger than ever, setting a new benchmark in the design coaching space.