Centurion University is a recognized pioneer in "Skill Integrated Higher Education." Its unique model emphasizes creating sustainable livelihoods nationwide in challenging regions through education that leads to employability and fosters entrepreneurship. This model has been acknowledged by multiple governments (both Central and State), international organizations such as UNESCO and the World Bank, and policy think-tanks like Niti Aayog. Recently, Centurion University’s School of Vocational Education and Training was recognized as a Center of Excellence by the Ministry of Skill Development and Entrepreneurship, Government of India. It is the only university in India to receive this recognition.

Low Lead Count from Performance

Marketing Campaigns: The average number of leads from paid campaigns was only 20 per month, and the cost per lead was very high. The ads had a poor quality score and low relevancy score, resulting in ineffective ad copies. Organic leads were almost non-existent, and tracking mechanisms were not working properly, making it extremely difficult to determine the accurate ROI.

Poor Local and Organic SEO: Leads from organic channels were minimal, leading to a heavy dependency on paid ads and a high lead cost. The college's Google My Business profiles and Google Maps were not optimized to attract local student inquiries. The website had structural issues, resulting in failed core web vitals and an unoptimized mobile view.

Poor Social Media Engagement: There were only 4 to 5 engagements per post on average, and there was no planned monthly calendar. The team posted randomly without following any brand guidelines or conducting competition benchmarking.

Poor Lead Nurturing: There was no system for lead nurturing and automation, resulting in a poor leads-to-sales ratio. The university admissions team struggled to track the ROI of digital spending due to a lack of advanced tracking setup, and the user journey flow was not being monitored.

Performance Strategies and Execution

1. Google Ads for Lead Generation

• Created targeted Google Ads campaigns focusing on keywords related to engineering and university admissions. Organized campaigns and ad groups with proper tagging and weekly monitoring. The team tracked cost per lead, ad score, landing page relevance, landing page conversion quality, negative keywords, and bidding models weekly, making constant changes based on data.
• Used advanced targeting options, including demographic and geo-targeting, to reach the right audience. Launched vernacular ads to reach rural areas better.
• Continuously monitored and optimized ad campaigns to improve click-through rates (CTR) and conversion rates. Created highly targeted landing pages for better quality scores.

2. Search Engine Optimization (SEO)

• Conducted thorough keyword research to find high-potential keywords using premium tools and manual competition research.
• Optimized on-page elements, including meta tags, headers, and content. Used tools like Screaming Frog for detailed technical audits and improving core web vitals.
• Implemented link-building strategies to enhance domain authority, with proper content planning and a blogging calendar to acquire links from high DA websites.
• Created high-quality blog content targeting industry-specific topics to attract organic traffic. Followed top competitors’ backlinks to plan weekly link-building strategies.

3. Google Maps Optimization

• Optimized the Google My Business (GMB) profile with accurate and up-to-date information.
• Encouraged satisfied customers to leave positive reviews and planned weekly citations and local links to improve rankings on Google Maps.
• Added high-quality images and videos to enhance the GMB profile.
• Implemented local SEO strategies to improve visibility in local search results.

4. Social Media Engagement

• Developed a content calendar focusing on engaging and informative posts about the benefits of choosing the right college in Odisha for a career launchpad.
• Ran targeted social media ad campaigns to increase brand awareness and engagement.
• Engaged with followers through comments, messages, and interactive posts.

5. Website Technical and Content Audit

• Conducted a comprehensive technical audit to identify and fix issues like broken links, slow loading times, and mobile responsiveness.
• Performed a content audit to ensure all website content was relevant, informative, and optimized for search engines.
• Improved website structure and navigation to enhance user experience.

6. Lead Nurturing

• Implemented email marketing campaigns to nurture leads with valuable content, offers, and updates.
• Used marketing automation tools to segment leads and deliver personalized communication.
• Engaged with potential customers through follow-up calls and messages to build relationships and trust.

• Increased Leads: Achieved a 40% increase in quality leads through targeted Google Ads and SEO efforts.
• Enhanced Local Presence:Improved Google Maps ranking, resulting in a 30% increase in local inquiries and visits.
• Boosted Engagement: Social media engagement increased by 50%, with significant growth in followers and interactions.
• Optimized Website:Technical and content audits led to a 25% increase in website traffic and a 20% increase in lead conversion rates.
• Effective Lead Nurturing: Successfully converted 60% of leads into paying admissions through effective nurturing strategies.
• Sales Growth: Overall sales from digital channels increased by 35%, significantly contributing to the university's revenue growth.