A private university in USA acquired a leading online education service provider to increase its footprint.
The university wanted to identify learner personas to develop a post-M&A marketing strategy. Thereafter, the institution launched a targeted marketing campaign for its suite of academic programs from pre-college to master’s degree and doctoral level.
The university sought strategic inputs –
- Generate insights to drive a new brand campaign
- Gain a better understanding of its brand perception to attract new students
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The Solution
Adopt persona-based marketing to grow in the commoditized online learning industry
Infosys undertook a three-phase research program to survey hundreds of students and alumni. The objective: understand the student profile, learn how prospects make enrolment decisions, and identify attributes that make the university a preferred learning institution.
Our team leveraged the Infosys ‘customer genome’ to distil consumer insights from the research for developing a brand campaign. The survey findings helped identify student personas, address critical decision-making issues in higher education, and define the marketing strategy.
Wongdoody, the digital creative agency of Infosys, leveraged rich marketing insights to create persona-based marketing campaigns for diverse learner segments. Significantly, the customer-experience focused approach of the campaigns developed by Wongdoody strengthened brand positioning of the university. /p>
Benefits
Bespoke branding for students and lifelong learners
Advertising campaigns that resonate with diverse learner segments
Insights into learners shape personalized messaging
- Encourages prospects to explore learning opportunities
- Motivates working professionals to pursue advanced education
- Focuses on wellbeing via lifelong learning
