Toprankers, a leading EdTech company for unconventional careers in India, was looking for ways to increase conversions and drive growth. The company had a strong existing marketing presence, but it needed to find a way to maximize the impact of its marketing efforts.
Defining the Problem Statement
One of the biggest challenges the company faced was the competitive nature of the EdTech market. Many other EdTech companies are vying for the attention of potential customers and in today’s age when the attention span keeps getting smaller, especially for young children, we identified a need for consistent brand messaging that would resonate with the audience and effectively communicate to them about what we do.
Another challenge we faced was the complex customer journey in the EdTech market.
Campaign Development
It can take a long time for potential customers to research different options and make a purchase decision. To overcome this challenge, we developed a nurture campaign that provided potential customers with the information they needed to make an informed decision.
Our Approach
As the Fractional CMO for Toprankers, we designed and implemented a new marketing engine that focused on both assisted and non-assisted conversions. We established and developed email marketing, affiliate marketing, content marketing & influencer marketing divisions to support this effort.
Building Positive Media Coverage
We built a holistic PR and media strategy and developed internal and external Media teams to ensure positive media coverage were able to garner over 90 positive media impressions in a year in both national and regional media including Newspapers, Radio, TV & Podcasts.
Influencer Marketing
We worked with influencers to create and distribute engaging content about Toprankers’ mission and services and toprankers’ several brands to educate consumers about various new-age career choices. We also partnered with influencers to host webinars, invite them to our physical centres and conduct other in-person offline events.
Design
We identified the gap between creative & consistent messaging and the lack of brand architecture to be followed. To build Toprankers as the national brand that we envisaged, we identified the need to refine & redevelop brand properties and infuse new creative energies in the team. We hired and developed an in-house design team to elevate our design strategy for Toprankers and all its partner brands, Legaledge, Supergrads, Legaledge after College, Creative Edge, Judiciary Gold, and Supergrads CUET.
Promoting New Brand Initiatives
Toprankers, being a house of brands launched new brand offerings to tackle exams like CUET, and Law PG exams. We supported the launch of these new brands with extensive GTM Strategy and launch initiatives.
Affiliate Marketing
We partnered with affiliates to promote Toprankers’ services, build trust and generate leads and sales.
Testimonial
Kamna, what a journey it’s been! I’m immensely grateful for the impact you’ve had on Toprankers From the first day to transforming the business, your expertise as our Fractional CMO has been invaluable. Cheers to scaling new heights!
Gaurav Goel, CEO, Toprankers
Our Results
The new elevated brand strategy proved to be very successful for Toprankers and enabled it to increase its engagement across all brand channels and build brand recall and loyalty.
By developing and implementing a new marketing engine with consistent brand messaging and amplifying it across all channels, we were able to increase conversions, generate leads, and increase brand awareness for Toprankers and strengthen its position as a preferred platform for careers beyond medicine & engineering.
