BDes recruitment campaign
A six-month integrated admissions campaign for Anant National University's Bachelor of Design programme — spanning digital, print, PR, and events — that grew intake from 150 to 180 students while cutting cost per acquisition by 18%.
The brief
Grow BDes intake without growing the marketing budget. The campaign launched in the first wave of the pandemic, when admissions visits and physical open days were impossible — meaning every conversion had to come through digital and earned channels.
What I did
Built region-specific campaign creative for North and West India — visual systems that adapted to each market while keeping the brand consistent. Coordinated digital paid campaigns, content for prospective students, and an aggressive PR push to mainstream Indian press. Webinars and online open days replaced physical visits. Worked closely with admissions to track funnel performance and adjust spend across channels week by week.
Outcome
BDes intake rose from 150 to 180 students. Cost per acquisition fell 18%. Conversion rates improved by 10%. The campaign also seeded 500+ earned media placements across mainstream Indian press, which became its own engagement (see the media strategy case).