Case Study
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
Ready to experience?
Talk To ExpertsThe 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.
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
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