Birla Open Minds Sambalpur – Admission Lead Generation Campaign

Goal of the campaign :- Generate high-quality admission enquiries from parents in Sambalpur and drive them towards school visits and admissions.

The campaign was designed to increase school admissions through relevant parent-focused communication.

Challenges & Our Solution

Challenges

Different parents have different concerns while choosing a school.
A single generic message may not connect with every parent.
Need to communicate the school's education approach, credibility and overall student experience.

Our Solution

Created separate ad sets based on parent personas.
Developed different creative angles addressing specific parent concerns, aspirations and decision-making factors.
Used dedicated messaging and creatives to identify which parent persona and content angle generated stronger enquiries.

Target Audience	Parent Persona	Focus
	First-Time Parents	Safety, care, environment & child's first school experience
	Academically Anxious Parents	Academic performance, quality education & future readiness

Strategy & Creatives Used

Campaigns were structured with different ad sets for different parent personas, with multiple creative angles tested within each.

Creative Angles

Parent Testimonial
Builds trust through real parent experiences

Principal Authority Video
Establishes expertise and credibility

Pain Point
Addresses common parental concerns

Aspiration
Shows the future parents want for their child

Day-in-the-Life Video
Gives parents a glimpse into the student's school experience

School Experience & Benefits
Communicates the overall learning environment

Both image and video creatives were tested to identify the strongest-performing combinations.

Parent-focused school admission advertising creative

Landing Page Strategy

Landing page messaging was aligned with the specific parent persona and ad angle, focusing on the school's learning environment, academic approach, student experience and reasons for parents to consider the school.

Lead Journey Flow

Meta Ad → Persona-Specific Message → Landing Page → Enquiry Form → CRM → Counselling/Follow-up → School Visit → Admission

Meta Ad

↓

Persona-Specific Message

↓

Landing Page

↓

Enquiry Form

↓

CRM

↓

Counselling/Follow-up

↓

School Visit

↓

Admission

Campaign Optimisation Process

Tested First-Time Parent vs. Academically Anxious Parent audiences.

Tested multiple creative angles within each ad set.

Comparing image and video performance.

Identified high-performing ads and messaging.

Optimised budget towards better-performing combinations.

Used learnings from campaign performance to improve subsequent creatives.

Results Achieved

Metric	Result
Leads Generated	225+
Reach	271599
Impressions	737973
CTR	1.33%
CPL	₹215
Landing Page Conversion Rate	7.1%

Key Insight

Parents don't respond to one generic school message. Persona-based campaigns combined with different emotional and trust-building creative angles helped us understand what each parent segment cares about before making a school decision.

This approach reflects the structured, data-led work expected from the best lead generation agency for schools.