Marketing & Admissions Acceleration for an International School (Kolkata)
Diagnostic study and full-funnel admissions intervention delivering 300+ admissions in 7 months through marketing redesign, Customer Relationship Management (CRM) implementation, and counsellor training.
Full-Funnel Admissions Transformation
Undertook a diagnostic study and full-funnel admissions intervention for an East India school group. Trained teams and executed campaigns, establishing a repeatable, data-driven admissions engine that delivered exceptional results.
- 360° diagnostic across marketing, admissions, finance & messaging
- Redesigned admissions operating model with SLAs & scripts
- Launched hyperlocal campaigns integrated with Search Engine Optimization (SEO) content
- Implemented CRM hygiene, lead scoring & daily MIS
- Weekly training and coaching for counsellors
Results shared at aggregate level; campaign assets and CRM data remain confidential under NDA.
The Challenge
Understanding the gaps that were limiting enrollment growth.
Key Issues Identified
- Fragmented marketing activities and inconsistent messaging across channels
- Admissions counsellors lacked standardised scripts, SLAs, and CRM discipline
- Limited awareness in key catchments and low recall for the school's differentiators
- No systematic lead tracking or conversion analytics
Primary Objective
- Rapidly increase qualified inquiries
- Improve conversion rates at every stage
- Establish repeatable admissions engine
- Build data-driven decision culture
Pain Points
- No standardized counsellor scripts
- Missing lead scoring & prioritization
- Weak campus tour conversion
- Inconsistent follow-up cadences
Time Pressure
- Immediate academic year approaching
- Need for quick wins + long-term fixes
- Parallel diagnostic and execution
- Weekly progress reviews required
Our Approach
Multi-pronged intervention across marketing, operations, and team capability.
Diagnostic Phase
- 360° assessment across marketing, admissions, finance, and messaging
- Identified leakages in the inquiry-to-admission funnel
- Benchmarked against best-in-class schools in the region
- Mapped catchment demographics and competition
Admissions Operations Redesign
- Defined SLAs for lead response and follow-up cadences
- Created standardized scripts for calls and WhatsApp
- Built campus tour SOP with conversion checkpoints
- Implemented CRM hygiene and lead scoring
Marketing Acceleration
- Launched targeted hyperlocal campaigns (OOH, fairs, referrals)
- Integrated SEO-optimized content for organic reach
- Deployed retargeting campaigns for warm leads
- Created principal-led community outreach programs
Team Enablement
- Weekly training and coaching for counsellors
- Daily MIS and performance tracking dashboards
- Call disposition analysis and feedback loops
- Alumni referral program activation
What We Delivered
Comprehensive toolkit for sustained admissions excellence.
Admissions Playbook
- Standard operating procedures
- Call and WhatsApp scripts
- Follow-up cadence templates
- Performance dashboards
Marketing Assets
- Creative and media plan
- Channel-wise budgets & KPIs
- Event calendar & roadshow plan
- SEO content strategy
Analytics Framework
- Geo/catchment heatmaps
- Daily/weekly MIS templates
- OKRs for counsellors & heads
- Conversion funnel tracking
Engagement Timeline
Phased approach with diagnostic foundation followed by intensive execution.
Diagnostic & Blueprint
- 360° assessment of current state
- Funnel leakage identification
- Competitive benchmarking
- Operating model redesign
- Playbook development
Execution & Optimization
- Campaign launches (OOH, digital, referral)
- CRM implementation & hygiene
- Weekly counsellor training
- Daily MIS & performance tracking
- Continuous optimization based on data
Struggling with School Admissions?
We help schools build high-performance admissions engines through marketing strategy, operations redesign, and team enablement.
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