Instituto de Empresa (IE), among the largest universities in Spain, commands brand awareness in nearly all corners of the world. Surprisingly, the Technology and Marketing Communication focused programs offered by its School of Human Sciences & Technology were not on the radar of most prospective business students in India. Partnering with SEED for a brand strategy in the region, we quickly looked at key information gaps and how to fill them.
Analyzing both IE's programs and its target market, we built personas for students who would not only be interested in a competitive program, but a cultural experience as well. We executed a multi-pronged strategy consisting of our proprietary Campus Marketing, Network Marketing and Influencer Marketing tactics. These included five masterclasses and info-sessions spread across the two phases. These events were aimed at both the ideal candidate personas and those that needed more convincing.
IE’s very first masterclass, “The Future of Tech: Data Science and Beyond,” highlighted the Spark program. This compelling event secured IE 1,634 unique registrations with 811 attendees. The masterclass' recording subsequently received over 200 views within 48 hours.