Client
The University of Bolton Islamabad (UOBI) is Pakistan’s first international campus of the UK-based University of Bolton, offering globally accredited degrees in fields like Business, Computing, Law, and Cybersecurity.
Objective
To increase qualified student enrollments for the January 2025 intake while reducing lead acquisition costs and strengthening the university’s brand presence across digital channels.
Key Services Provided
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Paid Social Advertising (Meta)
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SEO & On-Page Optimization
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Organic Social Media Management
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Regional Lead Segmentation
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Funnel Strategy & CRM Integration
Challenges Addressed
UOBI entered the Pakistani higher education market with a powerful offering — a UK degree delivered locally. Yet, despite its strong academic credentials, the institution faced major hurdles in digital acquisition.
The September 2024 intake campaign had underperformed. With over PKR 2 million spent in digital advertising, only 32 students had enrolled. Cost per lead stood at PKR 319.20, and most inquiries lacked genuine interest or affordability alignment.
Additionally, the brand’s organic presence was minimal. SEO visibility was limited, and the university was not showing up for relevant high-intent searches. Social media content was inconsistent, and there was little synergy between paid and organic efforts.
Strategic Approach
Mandarin Digital implemented a full-funnel digital strategy tailored to the unique challenges of high-ticket education marketing.
1. Precision Paid Media
We launched segmented Meta Ads campaigns for each core academic program (MBA, LLB, BSc Computing, Business Management) and focused on high-conversion regions such as Islamabad, Lahore, Peshawar, and Quetta. Ad creatives included faculty clips, campus life reels, student testimonials, and clear CTAs linking to custom lead forms. Long-form forms were used to pre-filter intent, improving lead quality from the start.
2. Search Engine Optimization
We restructured the university’s program pages, implemented keyword-rich meta tags and schema, and produced blog content tied to high-volume academic queries. This significantly increased UOBI’s presence in organic search and positioned it alongside more established local universities.
3. Organic Social Engagement
A daily posting strategy was rolled out featuring student life, academic programs, and faculty content. We leaned heavily into reels and stories — formats that performed best during testing — and supported them with paid boosts to reach non-followers.
4. Lead Funnel Optimization
All leads flowed into a centralized CRM, where they were scored and handed off to the admissions team with custom labels and notes. We also automated WhatsApp and call follow-ups for high-interest leads, improving conversion rates.
Results Achieved
The results of this integrated campaign were immediate and measurable:
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2,773 paid leads at an average CPL of PKR 160.40 (a 49.7% reduction)
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1,171 organic leads generated through SEO and social media
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Confirmed Enrollments: 40 students (up from 32)
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Early Deposits for Sept 2025: 7 additional students
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Ad Spend: PKR 444,822.88 (down from PKR 2 million)
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Revenue Generated: PKR 48.38 million
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ROI: 10,777.7%
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Instagram Reach: +4,453% (3,081 → 140,302)
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Google Organic Clicks: 9,200 (up from 3,950)
Key Takeaways
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A region-specific ad strategy dramatically reduced CPL without compromising lead quality.
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SEO became a major pipeline for enrollment — often overlooked in education campaigns.
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Long-form lead ads and CRM integration improved post-click nurturing.
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High-frequency, student-centric content increased brand trust and reach.
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The same budget that previously yielded 32 students now delivered 47 (confirmed + pipeline) — a 51.6% improvement.
