Case-Study – Social Media Marketing Plan For A Business School in India

Table of Contents

Executive Summary

1. Introduction: Setting the Context
   1.1. Case Study Overview and Context
   1.2. The Client: Business School – Focus and Academic Portfolio
   1.3. Case Study Objectives (SMM Goals: Lead Generation, Brand Visibility, Engagement)
   1.4. Scope of the Marketing Plan (Platforms, Duration, Target Markets)
2. Foundational Analysis and Market Overview
   2.1. Overview of the Global and Indian Higher Education Market (Macro Trends, Digital Adoption)
   2.2. Competitive Benchmarking: Digital Presence of Leading Business Schools
   2.3. Strategic Analysis Frameworks
   2.3.1. PESTEL Analysis (External Market Environment)
   2.3.2. Porter’s Five Forces (Industry Attractiveness)
   2.3.3. SWOT Analysis (Internal Capabilities and Market Fit)
   2.3.4. Digital Value Chain (Student Journey Touchpoints)
3. Target Audience and Social Media Applications
   3.1. Audience Personas and Digital Behaviour Mapping
   3.2. Social Media Applications for Business Schools
   3.2.1. Lead Generation (Forms, Click-to-WhatsApp, Retargeting)
   3.2.2. Brand Building (Thought Leadership, Storytelling)
   3.2.3. Student Support and Engagement (Webinars, Q&A, Communities)
   3.2.4. Employer Branding and Alumni Networking (LinkedIn)
   3.3. Buyer Journey Mapping and Platform Alignment
4. Comprehensive Social Media Strategy (The “What” and “How”)
   4.1. SMART Objectives for the Campaign
   4.2. Core Strategy Frameworks
   4.2.1. Platform-Specific Role Definition
   4.2.2. Content Pillars and Thematic Calendar
   4.2.3. Hero–Hub–Help and 70-20-10 Content Model
   4.3. Platform-Specific Action Plans
   4.3.1. LinkedIn Strategy: Faculty Thought Leadership & Recruiter Relations
   4.3.2. Facebook/Instagram Strategy: Community & Retargeting Funnels
   4.3.3. YouTube Strategy: Virtual Tours, Webinars & Testimonials
5. Implementation and Action Plan (The “How-To”)
   5.1. Paid Media Execution and Budget Allocation
   5.1.1. Pilot, Scale, and Optimize Phases
   5.1.2. Campaign Budget Optimization (CBO) and Multi-Channel Retargeting
   5.2. Content Syndication and Digital Integration
   5.2.1. Gated Assets and Webinar Promotions
   5.2.2. Cross-Channel Link Tracking and UTM Governance
   5.3. Team Structure, Roles, and Governance Workflow
6. Measurement, Analytics, and Optimization
   6.1. KPI Framework and Target Metrics
   6.2. Analytics and Attribution Models (GA4, CRM Integration)
   6.3. Testing and Optimization Protocol (A/B, Creative Refresh, Audience Refinement)
7. Risk Management, Compliance, and Ethics
   7.1. Data Privacy and Consent Compliance (DPDP/GDPR)
   7.2. Brand Safety and Authenticity Controls
   7.3. Crisis Communication and Social Listening Protocols
8. Future-Ready Recommendations
   8.1. AI and Predictive Personalization
   8.2. Immersive Experiences (AR/VR Tours, Metaverse Events)
   8.3. Alumni Advocacy and Corporate Partnerships
   8.4. Channel Expansion: TikTok/Reels Experiments
9. Expected Outcomes and Performance Summary
   9.1. Key Result Metrics and ROI Targets
   9.2. Continuous Improvement and Learning Loop

Executive Summary

This case study presents a comprehensive Social Media Marketing (SMM) Plan for a Business School, developed to strengthen digital visibility, enhance brand credibility, and increase student enrolment through data-driven and creative communication strategies. As higher education moves toward a digital-first ecosystem, this plan focuses on building authentic engagement with prospective students, professionals, and alumni through targeted storytelling, paid media optimization, and measurable performance outcomes.

Strategic Focus

Twelve months strategy is anchored around three core objectives:

1. Lead Generation: Drive qualified student inquiries through LinkedIn and Meta Lead Ads, Click-to-WhatsApp campaigns, and CRM-integrated retargeting funnels.
2. Brand Building: Establish institutional trust via faculty thought leadership on LinkedIn, campus storytelling on Instagram, and success-driven narratives on YouTube.
3. Community Engagement: Foster student, alumni, and recruiter engagement through webinars, interactive Q&As, and live virtual campus experiences.

Target Audience and Platform Integration

The strategy is built on three primary audience personas, mapped with their digital behaviour and motivations:

• Aspiring MBA Students (20–24 years): Engage through Instagram and YouTube Reels highlighting placements and student life.
• Working Professionals (25–35 years): Prefer LinkedIn and Facebook for insights on program flexibility, ROI, and executive learning.
• International/NRI Applicants: Respond to credibility-driven content, virtual campus tours, and faculty expertise shared across YouTube and LinkedIn.

These audiences are targeted through a unified omnichannel framework combining LinkedIn, Instagram, Facebook, YouTube, and WhatsApp, ensuring continuous brand presence across all stages of the academic decision journey — from awareness and interest to application and advocacy.

Key Results and Impact (Projected)

• Expected 50–60% increase in organic engagement and community participation within 6–9 months.
• Target 30% growth in Qualified Marketing Leads (MQLs) and a 10–12% conversion rate to applications.
• Achieve improved lead quality through faster CRM integration, automated follow-ups, and data-enriched targeting.
• Enable accurate ROI tracking via unified GA4 dashboards and multi-touch attribution models linking campaign costs with enrollments.

Challenges and Mitigation

Challenge	Impact	Mitigation Strategy
Ad Fatigue & Platform Saturation	Decline in CTR and engagement	3-week creative refresh cycle and A/B testing of ad formats
Data Privacy & Compliance	Risk of policy violations	Adherence to DPDP Act 2023 and GDPR-compliant lead handling
Limited Student Engagement	Weak peer advocacy	Integration of user-generated content (UGC) and alumni videos
Attribution Gaps	Incomplete performance tracking	Unified CRM-GA4 integration for end-to-end conversion mapping

 

Recommendations

1. Expand influencer collaborations — leverage micro-influencers such as alumni, faculty, and student ambassadors.
2. Deploy AI-based lead scoring for effective resource allocation and nurturing.
3. Introduce AR/VR-based virtual campus tours for international prospects.
4. Use short-form video storytelling (Reels/Shorts) to engage Gen Z aspirants in Tier-2 and Tier-3 markets.
5. Strengthen alumni advocacy campaigns to build long-term trust and organic referrals.

Conclusion

This plan transforms the Business School’s digital presence from basic awareness marketing to a performance-driven, insight-led engagement model. By combining storytelling with advanced analytics and platform integration, the institution can attract qualified applicants and also nurture a loyal, engaged academic community. The roadmap establishes a scalable and sustainable digital ecosystem—positioning the Business School as a modern, credible, and globally competitive brand in the evolving higher education landscape.

1. Introduction: Setting the Context

1.1 Case Study Overview and Context

This document is a practical social media marketing plan tailored for modern business schools that want to compete for a digitally savvy student cohort. It addresses the long-purchase cycle of management education, where brand trust, faculty credibility, placement outcomes, peer reviews, and campus experience influence decisions. Social media can influence every stage of that journey — from awareness to advocacy — when used thoughtfully.

1.2 The Client Profile

Target client profile for this plan: a mid-to-large business school offering full-time MBA, Executive/Part-time MBA, and specialized master’s programs. The school has established accreditation, a modest digital presence, and an active alumni base, but lacks a cohesive content strategy and measurement system.

1.3 Case Study Objectives

The marketing objectives (SMART) embedded in this plan are:

• Increase organic and paid social reach by 50% in 12 months.
• Grow Marketing Qualified Leads (MQLs) from social channels by 30% within 12 months.
• Achieve a 10–12% lead to application conversion rate by end of year.
• Reduce Cost Per Lead (CPL) to ≤ ₹500 through testing and optimization.
• Improve brand sentiment and credibility metrics (positive sentiment ≥90%).

1.4 Scope of the Plan

Platform focus: LinkedIn (authority & recruiters), Instagram (student life & reels), Facebook (community & parents), YouTube (long-form credibility), WhatsApp (immediate nurture). Timeline: 12 months; target geographies: domestic Tier-1 & Tier-2 urban centers + priority international diaspora markets (GCC, USA, UK). Functional scope: paid media, organic content, CRM integration, analytics, alumni engagement, and governance.

2. Foundational Analysis and Market Overview

2.1 Market Landscape & Trends

Higher education in India and globally is being reshaped by hybrid delivery models, increasing emphasis on employability, and growing competition from online program providers. Digital adoption among prospective students is high: social media and search dominate early research stages. For a business school, this means the digital brand is often the first (and sometimes deciding) impression.

Trends to consider:

• Short-form video is dominant for discovery (Reels/Shorts).
• Long-form video (YouTube) builds credibility and houses deeper content (webinars, panel discussions, placement stories).
• LinkedIn is essential for B2B credibility, recruiter relationships, and executive program outreach.
• Messaging apps (WhatsApp) are central for immediate lead capture and conversational nurture.
• AI and personalization are maturing; institutional adoption is increasing for lead scoring and content recommendations.

2.2 Competitive Digital Benchmarking

High-ranked institutions use a mixture of thought leadership (faculty research, executive commentary), alumni success stories, and student life content. Tier-2 private schools often excel at high-energy lifestyle content that drives engagement but may lack research credibility. A competitive strategy mixes credibility (LinkedIn + YouTube) with emotional storytelling (Instagram reels).

 

2.3 Strategic Analysis Frameworks

2.3.1 PESTEL (summary & implications)

Factor	Key Trends	Implication for Social Strategy
Political	Education policy reforms, increased regulation	Communicate compliance and transparency
Economic	Growing aspirational middle class, loan availability	Emphasize ROI, placement data, and flexible payment/scholarships
Social	Gen Z values authenticity, diversity, mental health	Use authentic student voices, inclusive content and mental-health resources
Technological	AI, AR/VR, automation, 5G	Pilot virtual campus tours (360°/VR), AI chatbots for 24×7 responses
Environmental	Sustainability expectations among youth	Amplify green campus initiatives and ESG projects
Legal	Data protection regulation (DPDP/GDPR)	Use consented lead capture, transparent privacy notices

 

2.3.2 Porter’s Five Forces

• Industry Rivalry: High — many similar programs. Strategy: differentiation through outcomes and faculty research.
• Threat of New Entrants: Moderate — edtech offers modular credentials. Strategy: stress academic rigor + network benefits.
• Buyer Power: High — applicants compare widely. Strategy: transparency and personalized counseling.
• Substitutes: Certifications and specialised short courses. Strategy: show long-term career impact of degree.
• Supplier Power: Low (platforms available); optimize spend and creative to counter algorithmic volatility.

2.3.3 SWOT (brief)

• Strengths: Accreditation, alumni network, faculty experts.
• Weaknesses: Inconsistent content cadence, lack of analytics maturity.
• Opportunities: Tier-2 outreach, NRI markets, employer collaborations.
• Threats: Ad fatigue, privacy regulations, commoditization of MBA.

2.3.4 Value Chain (digital touchpoints)

1. Discover: Paid social + organic video + thought leadership.
2. Evaluate: Webinars, virtual tours, case-study content, recruiter testimonials.
3. Convert: Lead forms, chat flow, application support.
4. Retain/Advocate: Alumni content, placement updates, cohort communities.

3. Target Audience and Social Media Application

3.1 Personas & Behaviour Mapping

Build three primary personas and subsidiary influencers:

1. Aspiring Graduate (UG→MBA) — age 20–24 years. Platforms: Instagram, YouTube. Motivations: placements, campus culture, ROI. Prefers short, authentic videos and student testimonials.
2. Working Professional (Executive/Part-time candidate) — age 25–40 years. Platforms: LinkedIn, Facebook. Motivations: career growth, flexibility, corporate tie-ups. Prefers evidence: alumni career trajectories, recruiter endorsements, course modularity.
3. International / NRI Applicant — age 22–35 years. Platforms: LinkedIn, YouTube. Motivations: global exposure, recognition, placement into MNCs. Prefers credible long-form content and clear visa/career guidance.

Also include Parent/Decision Influencer (age 40+), who uses Facebook and WhatsApp and values safety, ROI, and credibility.

3.2 Social Media Use Cases & Tactics

3.2.1 Lead Generation

• Use Meta Lead Forms for mobile-first capture. Optimize forms with progressive profiling (initial phone + email, later qualification questions).
• LinkedIn Lead Gen for executive programs — focus on job titles, industries, seniority.
• Click-to-WhatsApp ads link prospects directly to admissions counselors; integrate with CRM for instant assignment.

3.2.2 Brand Building

• LinkedIn: Publish faculty research, case studies, recruiter partnerships, and executive education offers.
• Instagram: Reels showcasing campus life, student takeovers, faculty behind-the-scene clips.
• YouTube: Full webinars, virtual campus tours, deep-dive placement stories.

3.2.3 Student Support & Engagement

• Host monthly AMA (Ask Me Anything) sessions with faculty; record and post as evergreen content.
• Use WhatsApp/Telegram groups (controlled and opt-in) for lead nurturing and event reminders.
• Implement chatbot on website and WhatsApp for FAQs and to schedule counselor calls.

3.2.4 Employer & Alumni Relations

• Create LinkedIn alumni spotlights and recruiter testimonials to demonstrate placement strength.
• Encourage alumni to share posts via simple toolkits (pre-written LinkedIn posts/images) to amplify reach.

3.3 Buyer Journey & Channel Mapping

Map channels to funnel stages:

• Awareness: Instagram Reels, YouTube ads, LinkedIn sponsored content.
• Consideration: Webinars, student panels, virtual tours.
• Decision: Retargeted offers, chat/WhatsApp engagement, application assistance.
• Advocacy: Alumni success stories, cohort spotlights.

4. Comprehensive Social Media Strategy (The “What” and “How”)

4.1 SMART Goals

• Specific: Increase qualified social leads by 30% Y/Y from campaigns targeted at  metros and NRI markets.
• Measurable: Track using GA4+CRM; monthly dashboards.
• Achievable: Based on baseline and planned investment in creative and paid media.
• Relevant: Aligns with admission targets and diversity goals.
• Time-bound: Achieve by end of 12-month campaign.

4.2 Strategy Frameworks & Content Architecture

4.2.1 Platform Roles & Content Types

• LinkedIn (Authority): Articles, case studies, research snippets, faculty Q&As, recruiter panels. Format: long posts, carousels, LinkedIn Live.
• Instagram (Discovery & Culture): Reels, Stories, student-produced content, campus highlights. Format: 15–60s videos, Story Q&A.
• YouTube (Credibility): Full webinars, placement reels, alumni interviews, 3D/VR campus tours.
• Facebook (Community): Parent engagement, alumni groups, event promotion.
• WhatsApp (Nurture): Fast response, document sharing, appointment booking.

4.2.2 Content Pillars

1. Academic Excellence: Research highlights, faculty thought leadership, course innovations.
2. Student Life & Culture: Campus events, clubs, student challenges, day-in-the-life videos.
3. Corporate Outcomes: Internships, placement journeys, recruiter spotlights.
4. Global Exposure: Exchange programs, multinational partnerships.
5. Social Responsibility: CSR, sustainability projects, community work.

4.2.3 Hero-Hub-Help & 70-20-10

• Hero (10%): High-production campaigns — brand films, major webinar series, flagship events.
• Hub (20%): Regularly scheduled shows — “MBA Diaries,” faculty interviews, placement roundups.
• Help (70%): How-to content, FAQs, bite-sized tips, admission guidance.

70-20-10 content mix: 70% helpful/educational, 20% interactive/engagement, 10% promotional.

4.3 Platform-Specific Action Plans

4.3.1 LinkedIn (faculty & recruiter focus)

Tactics:

• Weekly article from faculty/researcher with key takeaways; boost via sponsored content.
• Monthly recruiter panel livestream; repurpose clips for shorter posts.
• Use Sponsored InMail to deliver program brochures to target personas.
  KPIs: Engagement (comments), lead quality, applications from LinkedIn leads.

4.3.2 Facebook/Instagram (student attract & retarget)

Tactics:

• IG Reels series: student takeovers, “A day in an MBA program.”
• Stories: polls, countdowns for application deadlines.
• Retargeting: sequence – video viewers → website visitors → lead form.
• Use dynamic creatives and CBO to optimize ad delivery.
  KPIs: CPV (video), CTR, CPL, ROAS for paid funnel.

4.3.3 YouTube (deep trust)

Tactics:

• Produce a “Campus Tour” playlist and “Placement Journeys.”
• Run in-stream ads targeted by interest and intent (search retargeting).
• Host recorded webinars and capture leads via linked landing pages.
  KPIs: Watch time, conversions from video end screens, viewer retention.

5. Implementation and Action Plan (The “How-To”)

5.1 Paid Media Execution & Budgeting (example)

Suggested 12-month allocation (illustrative):

• Social paid (Meta & LinkedIn): 45%
• YouTube & Display: 20%
• Content production (video + editing): 20%
• Analytics & CRM tools: 7%
• Contingency/testing: 8%

Execution steps:

1. Pilot (months 1–2): Run small-scale tests across channels to determine creative winners and audience segments.
2. Scale (months 3–9): Increase spend on top audiences/creatives; implement retargeting funnels.
3. Optimize (months 10–12): Shift budget to channels with highest conversion efficiency and prepare next cycle.

Tactics:

• Use CBO on Meta for budget efficiency.
• Use LinkedIn for executive program CPL tolerances (higher CPL but higher LTV).
• Integrate Google Ads for search intent capture (e.g., “best MBA placement 2026”).

5.2 Content Syndication & Integration

• Publish gated long-form assets (whitepapers, salary reports) to capture emails; promote via LinkedIn Sponsored Content.
• Syndicate select webinar recordings to YouTube and embed on program pages.
• Integrate UTM parameters in all links to attribute source accurately to CRM.

5.3 Team, Governance & Workflow

Suggested core team:

• Marketing Director (strategy, approvals)
• Social Media Lead (day-to-day calendar)
• Content Producer (video, design)
• Paid Media Specialist (ads, budgets)
• CRM Manager (lead routing and analytics)
  Governance:
• Monthly content planning calendar, legal/compliance sign-off for transparency claims.
• SLA: Lead response within 5 minutes for high-intent leads (WhatsApp or phone).

6. Measurement, Analytics, and Optimization

6.1 KPI Framework

Funnel Stage	KPI	Target (12 months)
Awareness	Reach, Impressions	+50% vs baseline
Engagement	Engagement rate (likes/comments/shares)	4–6%
Consideration	Webinar registrations, video completions	+40% registrations
Conversion	MQLs, Lead→Application rate	+30% MQLs; 10–12% conversion
Efficiency	CPL, Cost per Application	CPL ≤ ₹500; improving trend

Tools:

• GA4 for cross-platform web analytics.
• Meta Ads Manager for social metrics.
• LinkedIn Campaign Manager for sponsored metrics.
• CRM (HubSpot/Zoho/Salesforce) for lead lifecycle tracking.
• Looker Studio/Power BI for integrated dashboards.

6.2 Attribution & Modeling

Given long decision cycles, use multi-touch attribution (weighted/time-decay) rather than single last-click. Track micro-conversions: video view → webinar → lead form → application.

6.3 Testing & Optimization Protocol

• A/B Testing: One variable at a time (headline, thumbnail, CTA). Minimum run 7–14 days to reach statistical significance.
• Creative Refresh Cycle: Rotate top creatives every 3 weeks to prevent ad fatigue.
• Audience Refinement: Move budget to lookalikes derived from the top 10% converting leads.
• Monthly Reviews: ROI, CPL, sentiment; quarterly strategic pivot.

7. Risk Management, Compliance & Ethics

7.1 Data Privacy & Consent

• Implement explicit consent in lead forms. Maintain documented data retention & deletion policies to comply with DPDP/GDPR. Use hashed phone/email when syncing platforms.

7.2 Brand Safety & Authenticity

• Vet user-generated content and monitor for misinformation. Maintain a response protocol for negative comments and escalation matrix for reputational issues.

7.3 Crisis Communication

• Social listening tools detect spikes in negative sentiment; pre-approved messaging templates expedite responses. Appoint spokesperson and run simulated drills for major issues.

8. Future-Ready Recommendations

8.1 AI & Personalization

• Deploy AI for predictive lead scoring using behavioral and demographic inputs. Use dynamic creative optimization (DCO) to tailor ad creatives to segments.

8.2 Immersive Experiences

• Invest in 360°/VR campus tours and micro-experiences for international prospects. Pilot metaverse open days for tech-savvy cohorts.

8.3 Alumni Advocacy & Partnerships

• Formalize an alumni ambassador program with measurable KPIs (referral leads, content shares). Collaborate with employers for sponsored content on recruitment outcomes.

8.4 Channel Expansion

• Test short-form channels beyond Instagram (e.g., TikTok) with carefully designed content for discovery among undergraduates.

9. Expected Outcomes & KPIs Summary

After 12 months, the program should deliver:

• 50–60% increase in social reach and brand impressions.
• 30% uplift in Marketing Qualified Leads with improved lead quality.
• 10–12% lead to application conversion.
• CPL reduced to ≤ ₹500 (or a commensurate improvement if initial CPL is higher).
• A documented playbook and dashboard enabling iterative cycles and budget reallocation.

References (MLA Format)

• Meltwater. Social Media Statistics for India: 2025 Report. Meltwater.com, 2025.
• Taylor, P. and R. Smith. “Social Media Influence on Higher Education Marketing.” Journal of Marketing for Higher Education, Taylor & Francis Online, 2022.
• IE University. Master in Digital Marketing Trends 2025. IE.edu, 2025.
• “Pattern of Social Media Platform Use among Students.” Digital Media Management Studies, Lippincott Williams & Wilkins, 2024.
• HubSpot Research. Education Marketing ROI Benchmark Study. HubSpot, 2024.

Final Notes

This plan is intentionally generic and adaptable. To operationalize it for a specific school, the following immediate inputs will be required: current baseline metrics (social reach, CPL, MQLs), access to analytics and CRM, creative assets inventory, and a confirmed annual budget. With those, the pilot (first 90 days) can be executed, learning captured, and the program scaled in month 4 onward.

For more detailed insights, strategic recommendations, or to conduct a similar in-depth market study, please contact info@maction.com. With expertise in tailored research solutions, Maction Consulting provides the insights needed to make data-driven decisions that elevate brand performance in the marketplace.