The Brand | Objectives
Avanse is an Education Loan brand that finances higher education in India and abroad. A relatively new entrant in the market, the stated objectives were to create awareness, preference and generate enquiries for the brand and the various products.
Being a new brand with limited budgets for mass media, Avanse was keen to drive their marketing program, primarily through the digital space. They approached AED to design the website and use digital to achieve the desired objectives.
AED undertook a thorough study of the education loan market, the competition and most importantly the target group, which consisted of both the student and the parent.
To begin with, AED designed a refreshingly different website that was both functionally savvy and user friendly. Next, a Digital Plan was put in place, comprising of a combination of SEM, SEO & SMM.
The Integrated SEM & SEO activity, coupled with an Online PR effort that AED conducted, resulted in a robust organic website performance, month after month. Avanse moved up the Google ranking to feature in the first page during the campaign period.
With a total spend of close to INR 450,000, we were able to generate over 930 Enquiries with a Cost/enquiry of INR 485.
A Facebook engagement activity conducted at the time of a major college festival in Mumbai, added over 11,000 fans.