Assignment

Increasing University Admissions

Challenge:

The challenge at hand is to increase the number of applicants applying for  admission at this University this year. I am a part of a 5 membered team which  looks after the admissions and recruitments department. Keeping the current  COVID-19 situation and it’s economic impacts in mind, it will not be easy for many  students to apply to universities therefore we will have to redesign our marketing  tactics to sustain the universities expenses amid increasing inflation by increasing  the number of upcoming students.

Selection:

Keeping the challenge in mind and after very careful consideration of the tools  available to us, our team has mutually decided on the “Learning Launch” tool.  Learning Launch fits perfectly for our situation because Learning Launch basically  means fast and cheap experiments. Due to the time constraint and a specific  budget allocated, learning launch will do just fine.

Application:

For the first learning launch, we decided to completely redesign our scholarship  program. As we wanted quick and inexpensive experiments, the University  officials approved and had liked it very much. The new Scholarship Program  introduced comprises of 50 reserved seats for 100% Scholarship, 40 seats  reserved for up to 80% scholarship, and 50 seats reserved for 30% till 60%  scholarships. And on top of that, all scholarships awarded will be either on merit  basis or on need basis. This program turned out be a total success as the number  of students applied for admissions increased by 30% and those 30% candidates  applied for a scholarship.

The second Learning Launch, we focused on was reinvesting the capital. Since the  university is currently closed due to the current pandemic situation, a lot of  money is saved on the utility bills. By investing that money into social media  marketing and maintaining a strong social media presence using the learning  launch tool, it can be very insightful and efficient. After successful implementation  of the tool, it was seen that most high school students who were interested in  getting an admission at the university were more from the Instagram and  Facebook campaign and less from the LinkedIn and twitter campaign. After a  careful consideration these results, the second part of the campaign was only  launched on Facebook and Instagram with capital reinvested in these two  platforms instead of the other two.

Insight:

In this current situation, learning launch was the ideal tool to apply as our team  needed to try and test out new ideas and see if they would work. We created a  hypothesis and then tested on it not keeping in mind the we would most  necessarily be succeeding in it because learning launch is all about try and testing  ideas, fast and cheap whether or not it meant success.

Approach:

Given the same tools next time, me and team would still go for Learning Launch.  Firstly because we needed quick and affordable experiments therefore learning  launch gives us that opportunity. Secondly we wanted to the reflect insight gained  and for that once again learning launch is the best alternative.

