The Challenge
The 2020 admission campaign needed statewide awareness and high-volume, relevant admission enquiries while maintaining efficient acquisition costs during a competitive season
The 2020 admission campaign needed statewide awareness and high-volume, relevant admission enquiries while maintaining efficient acquisition costs during a competitive season.
The Turning Point
Why Hindusthan College of Arts & Science (HICAS) chose Optiv Partners
Hindusthan College of Arts & Science (HICAS) needed a connected acquisition path, not a single campaign optimised in isolation.
The Solution
A layered approach
Statewide awareness campaigns, a dedicated mobile-first admission landing page, Meta lead generation, audience segmentation, creative testing, and continuous funnel optimisation worked together.
Layer 1 — Build qualified demand
- Target the documented audience and build awareness before asking for the final conversion.
- Use campaign structure and creative that match the stage of the documented customer journey.
Layer 2 — Convert and refine
- Use the documented conversion path and continuously refine audiences, creative, budgets, and conversion performance.
- Measure the outcome named in the engagement rather than attention alone.
The Results
Documented performance
The following results are documented for the February–June 2020 engagement.
| Metric | Result |
|---|---|
| Admission enquiries generated | 1,900+ |
| Average cost per lead | ₹49.17 |
| Overall ROAS | 12.9X |
| Campaign duration | 5 months |
| Target market | Tamil Nadu |
Key Takeaways
What made the difference
Statewide trust-building and performance lead generation worked together across the admission season.
“The campaign significantly improved our admission enquiry volume while helping us reach students across Tamil Nadu. The structured awareness and lead generation strategy delivered both quality enquiries and excellent marketing efficiency.”— HICAS Leadership
FAQ
Case study questions
What was the challenge for Hindusthan College of Arts & Science (HICAS)?
The 2020 admission campaign needed statewide awareness and high-volume, relevant admission enquiries while maintaining efficient acquisition costs during a competitive season.
Why did Hindusthan College of Arts & Science (HICAS) choose Optiv Partners?
Hindusthan College of Arts & Science (HICAS) needed a connected acquisition path, not a single campaign optimised in isolation.
What did Optiv Partners implement?
Statewide awareness campaigns, a dedicated mobile-first admission landing page, Meta lead generation, audience segmentation, creative testing, and continuous funnel optimisation worked together.
What documented result did Hindusthan College of Arts & Science (HICAS) achieve?
Admission enquiries generated: 1,900+.
What was another documented outcome?
Average cost per lead: ₹49.17.