Project Overview – Rajiv Gandhi Institute of Science
Wonderkindz launched a social listening research initiative, which tracked all conversation from students talking about the possibility of attending Rajiv Gandhi Institute of Science over a 6-month period from August 2014 – January 2015.
Business Overview and Challenge
Rajiv Gandhi Institute of Science wanted to fully understand the concerns and the consideration process of their prospective students. They aimed to add value to the student experience by engaging with them on a reactive basis and ad-hoc basis. They had to find a key driver to convert prospects into confirmed students.
Our Solution
The benefits of social research and intelligence are powerful, growing rapidly and has already become truly transformative tool. With social listening research project we planned to help Rajiv Gandhi Institute of Science navigate through the maze of information they were burdened with.
Our research included tracking all conversation over a 12-month period of students,who we believe were future prospects and were talking about attending Rajiv Gandhi Institute of Science. Then we segmented these conversations into following sections:
• Key anxieties students had about attending Rajiv Gandhi Institute of Science,
• What degrees and courses they were talking about and
• What are the Competitor universities students were benchmarking Rajiv Gandhi Institute of Science against.
After analyzing the above gathered data we created:
• Monthly content strategy for Rajiv Gandhi Institute of Science from messages based on student conversation.
• A plan detailing when they need to be talking to different degree students during the year and engage with prospective students.
Benefit to client
- Recommended Rajiv Gandhi Institute of Science to proactively engage with student subscribed on Thestudentsden.co.in. This website had about 64% of student conversation happening at a time
- Our research found that 35% of positive sentiment referenced career prospects from a Rajiv Gandhi Institute of Science degree, whilst 60% of the negative sentiment referenced the price of a Rajiv Gandhi Institute of Science degree.
- This information helped Rajiv Gandhi Institute of Science alter their marketing strategy for each of their respective degrees based on the value of money they offered
- Recommended creating a hub site for prospective students to engage and create a sense of community for the students before they make their final decisions on which university to acceptance.
- Our research also found out that that there was 61% mention of interstate competitors’ universities. We recommended them to branch out nationally rather than only focusing on the North India.