how to build a sustainable demand for your mba program?
DESCRIPTION
Micro communities, Applicant life cycles of MBA candidates, Integrated content mapping systemsTRANSCRIPT
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How to Build a sustainable Demand for your MBA Program?Micro communities, Applicant Life Cycles, and Integrated Content mapping strategies
Case studies from PaGaLGuY.com
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Extremely active Micro-communities Brilliant and relevant content mapsDedicated time and resource
Common Denominator for all success stories on PaGaLGuY
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Some results/casesCase 1:B-school in Chennai generates more than 25% growth in Application numbers each year through this strategy
Case 2: B-school in New Delhi increased its application base by 30% from 2013 to 2014
Case 3:A tier-2 b-school from Bangalore generated 200% improvement in their enquiries and counseling numbers within 1 year
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What’s the model behind these success stories?
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Step 1: Identify the Applicant life cycle
Phase 1 >> ResearchPhase 2 >> PrepPhase 3 >> ApplicationsPhase 4 >> Admit
ALC varies typically between 3 to 8 months depending upon profile of the candidates
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Step 2: Define a Clear strategy per phase
Phase 1 >> Research >> DiscoveryPhase 2 >> Prep >> NetworkingPhase 3 >> Applications >> ConversationsPhase 4 >> Admit >> Conversions
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Step 3: Design objectives for each phase
Discovery >> How would you maximize access to your b-school brand? Creating Early adopters
Networking >> How would you scale the network and create your micro community?
Conversations >> How would you “maintain” your community and headhunt better candidates?
Conversions >> How would you help candidates with the final round of queries and reduce loss of applications?
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Step 4: Relevant Content - Discovery
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Step 4: Relevant Content - Networking
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Step 4: Relevant Content - Networking
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Step 4: Relevant Content - Networking
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Step 4: Relevant Content - Conversations
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Step 5: Integration
Aspirants life cycle begins
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Discovery
Networking
Conversations
Conversions
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Step 6: Measurement
Metrics: - Unique Candidates engaging with the micro-community- Average time spent per visit- Number of Followers/comments/subscribers- Total Unique pageviews generated by your brand across all systems
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Tangible results you could realize:
1. Candidates spend more time on you brand due to relevance, integration, and proper content maps
2. Micro-community generates its own moderators, influencers, mentors, and generates super-linear demand trend
3. Continuity and stability of your brand equity
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We will need to Change definitions
From To
Broadcasting as per our deadlines Engage as per the candidate’s life cycle
Publishing what we deem important (like PR articles)
Strategize on the 4 phases (DNCC) and integrate different forms of content
Measuring traffic to our site/webpage Creating a micro-community
Advertising and marketing definition Recruiting and headhunting frameworks
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Over to Gaurav