Niche Targeting, High-Value Leads
About The Brand
Welingkar (Media & Entertainment)
Welingkar Institute’s Media and Entertainment Programme is a specialised course aimed at preparing young professionals for dynamic careers across marketing, PR, content, event management, and other creative verticals within the media industry.
Client Brief
Brief From Welingkar (Media & Entertainment)
The objective was to increase enrollments by targeting fresh graduates and early professionals (with up to 1 year of experience) who aspire to build careers in high-energy media domains such as marketing, public relations, content creation, and event management.
The Catch
Despite the course’s strong curriculum, it had to navigate a subtle perception barrier within the market. Building trust and establishing credibility with the right audience became as crucial as lead generation itself.
Solution
The Edulatte Strategy | Built for How Education Works
Top of Funnel – Awareness
To instil trust and build institutional credibility, we launched professor-led videos, alumni testimonials, and celebrity-event coverage creatives across Meta and landing pages. These not only built authority but also helped shift perception and generate top-of-funnel attention.
An always-on YouTube campaign reinforced awareness and expanded our remarketing pool, contributing to a 20% surge in brand search volumes.
Middle of Funnel – Consideration
We activated native campaigns on Taboola to spark curiosity among our target audience, especially those browsing related content or exploring career shifts. The creative narrative highlighted the programme’s holistic advantage, unlike niche courses in PR or sports management, Welingkar’s course offered exposure to all five media verticals, making it a well-rounded choice for aspiring professionals.
Lower Funnel – Conversion
Precision targeting via Google Search and Meta remarketing drove quality lead inflow at scale. Search ads tapped into intent, while dynamic remarketing nudged high-interest users toward conversion.
Landing Experience
The landing page was optimised to reinforce key USPs, including its cross-disciplinary approach, student journeys, and industry exposure, increasing engagement and supporting lower CPLs across the funnel.
The Result
The campaign exceeded lead targets by 15%, generating over 3,000 leads against a target of 2,600, at a cost-per-lead of ₹1,000. A total of 70 enrollments were achieved, a strong conversion rate for a specialised postgraduate programme in a competitive education category.