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University Admission Festival
2024 Finalist

University Admission Festival

The Daily Prothom Alo

Dhaka, Bangladesh

Category Advertising Sales and Retention

Media associated with this campaign

Overview of this campaign

Background

Higher education can be a confusing maze, with over 150 universities in Bangladesh. Students face all sorts of problems in choosing the right university, and more importantly how to avail this information. Annually over 1.5 million students pass the Higher Secondary Examination and are ready for higher education. Only 60,000 get admitted to public universities. The rest turn to Private Universities.

Problem?

The students lacked access to information to choose the right university and the universities struggled to find quality students. Prothom Alo conducted a research, talking to universities and high school students alike, identifying a current and critical issue of this industry.

Prothom Alo’s revenue from the education category dropped by 77%, seeing this prevailing circumstances as an opportunity to arrange an exclusive event, “The University Admission Festival”, to leverage this opportunity to open a new door of revenue.

Objective?

The objective of this initiative was  to:

  • impact on higher education
  • bridge the gap between students and private universities
  • provide a one-stop service offering accurate and holistic information and guidance for students
  • create authentic leads.

And through this, Prothom Alo aimed at growing significantly in terms of revenue.

Execution?

Prothom Alo initiated an exclusive strategic initiative “University Admission Festival”. It developed a microsite with university admission details along with the event registration process. Prothom Alo executed massive promotions in both print and digital media (along with leaflets and banners) to promote this initiative. At the three seminars organized at the event, university VCs, prominent education influencers interacted with students about choosing the right university and right subject. In addition, Prothom Alo arranged a career workshop where the successful people from different career fields shared their career tips with students which was very impactful. A two-day on-ground event was held where 36 universities had stalls and students learnt about the admission process, tuition fees, subjects and courses.


Results for this campaign

Activation Results

The event received landslide registration from potential students. More than 200k leads were generated during the two-day fest out of which 10k students got admitted on spot directly. Most importantly, participating universities reported that they got 20% conversions through this event which is huge in number. Our title  sponsor (GPH Ispat) generated a substantial number of leads from parents who came along with their children and our powered by sponsor (TVS) also generated significant crowd in the motorcycle test drive.

Coverage Results

The event was publicized through both print and digital media which generated 20 million impressions, 1.03 million views, 50k+ engagements. Also, we distributed 50k leaflets and numerous print banners at prominent universities and coaching center areas.

Prothom Alo provided extensive coverage of the event on its newspaper and digital portals including a special 2 Pager Supplement on the Admissions Fair where the publication covered the whole event including VCO interviews and students’ experiences in the event.

Business Results

Every participating university had to pay an entrance fee. This generated revenue. Revenue was also generated from the Title Sponsor and powered by sponsors, including the top 8 universities who were present at the event as Co-Sponsors.

The event generated $102,831 from which 75% was Prothom Alo’s profit. The idea helped grow advertisement sales in a category that completely developed out of print. More than the revenue, the campaign was able to uphold value for the print medium. It brought the total revenue from the education category to $812 K in 2023. This idea was a massive success but the impact of this initiative on our education category was huge which resulted in 73% growth and turned a dead category into 3rd best revenue generating category of Prothom Alo.


Contact

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