While INSEAD's first cohort of the newly-launched Master in Management (MiM) program had witnessed substantial interest among Business Masters aspirants from India, INSEAD’s admission team wanted to improve the quality and profile of future students from India. They tasked us with attracting targeted student profiles from the top IITs in India. The challenge was complex, as IIT’ians traditionally prefer Tech Masters programs in the US over Business Masters programs in Europe.
Our objective was clear: challenge tradition and change the mindsets of top IITians in India.
Understanding the particular challenges of this student market, we understood how changing the minds of this select cadre of students was not going to be easy. Therefore, we proposed a different masterclass format to find the right audience for the INSEAD admissions team’s outreach.
We worked closely with Nancy Blythe Piacenti, INSEAD's Assistant Director Of Marketing and Recruitment, to identify a recent INSEAD MIM graduate and showcase their educational journey.
The team shortlisted Deepayan Roy, an MIM 2021 graduate who, after earning his engineering degree in India, had found that INSEAD’s MIM program catapulted him into a career as a strategic consultant with Spark Optimus in Amsterdam.
Developing an outreach campaign around Deepayan’s journey, and using the multiple touch points that we had with the various student body presidents at IIT-Bombay, Delhi, Kanpur, Kharagpur & Chennai, we generated interest from 200+ IITians and over 500+prospects from other top engineering backgrounds to attend the masterclass.