An integrated marketing communication campaign for the PES IUP Global MBA programme.
1.39 CrAverage monthly impressions
26Cities targeted
Offline + OnlineOne integrated brand
Project Overview
One Global MBA, two campuses, two countries — told as one brand
PES University and Indiana University of Pennsylvania collaborated on a Global MBA programme spanning India and the US. Ruckus developed an integrated communications programme to build awareness beyond campus, explain the programme’s value and convert student interest into enquiries.
Services
- Digital marketing
- Campaign creative
- Media planning
- Admissions marketing
Industry
- Higher education
- Global MBA
- India · USA
Platforms
- YouTube
Client PES University × Indiana University of Pennsylvania
Websitepes.iup.edu (opens in a new tab)
Campuses Banashankari · Electronic City · Pennsylvania, USA
- 01Audit & market analysis
- 02Visual identity
- 03Print & events
- 04Landing page
- 05Social & search
- 06Content
- 07Insights
The Challenge
What we were asked to do
- Strong visual presence, online and offline
- On-ground activity
- Educate rather than sell
- More web enquiries
- Stronger brand recall
- 01
Known on campus only
Established, but unknown to students beyond the campus area.
- 02
A hidden value story
A respected MBA, at a lower cost than most people assumed.
- 03
A year in the USA
Parents hesitated over US policy and the economy.
- 04
“Too expensive”
Two years across India and the USA sounded out of reach.
Offline · Print & events
Brochures, posters, banners, standees and stationery for admissions and every on-campus event — in colours taken from the PES logo.
Brand in every detail
Standard templates for certificates, ID cards and presentations, so every event and meeting carried the same brand.
Presentation template
A deck that tells the story for the presenter
Content flow and curation built in, so every pitch lands the same way.
After an audit of the website and social channels, Ruckus designed and built a responsive landing page — accolades, reviews, course details and USPs, with forms to capture enquiries.
Monthly budget, all platforms
₹1L
Objective: leads and enquiries
Audience
Students aged 20–25 and their parents — people looking at MBAs, GMAT prep, entrance exams, global MBAs and US jobs.
26 cities
- Bangalore
- Mangalore
- Mysore
- Hubli
- Vijayawada
- Hyderabad
- Guntur
- Chennai
- Coimbatore
- Tiruppur
- Salem
- Madurai
- Puducherry
- Goa
- Ahmedabad
- Lucknow
- Raipur
- Rajkot
- Delhi
- Kolkata
- Odisha
- Pune
- Mumbai
- Visakhapatnam
- Thrissur
- Calicut
Source: Monthly campaign plan, Ruckus PES IUP case study.
Social Media
A monthly calendar kept the pages active — campus, courses, events, USPs and testimonials — with the best posts promoted to drive traffic and leads.
Carousel ads · promoting the college USPs
Carousel · campus, people, programme
Search, video, social and third-party banner ads — every size built from one key visual, with the course highlight and a clear call to action.
Leaderboards & native
Content Marketing
Monthly blogs on the questions applicants ask, SEO articles around anchor keywords, and regular mailers announcing blogs, webinars and the admissions process.
Average monthly impressions
1,39,06,649
CTR alongside each platform
- YouTube73,90,9310.045%
- Google57,98,4681.39%
- Third-party sites & apps3,74,2500.05%
- Facebook + Instagram3,43,0000.75%
Source: Average monthly metrics, Ruckus PES IUP campaign reports.
Website · one month
- 3,229
- Users
- 3,211
- New users
- 4,115
- Sessions
Where visitors came from · users
- Google organic1,023
- Direct1,018
- Instagram430
- Facebook603
- pesiup.com referral49
Who visited
61%aged 18–34
51 / 48% mobile / desktop
Source: One month of website analytics (Google Analytics), Ruckus PES IUP case study. Age and device shares are of sessions.
Closing
From the campus noticeboard to the search results.
A connected programme spanning on-campus communications, print, events, a landing page, social media, paid campaigns and content, supported by reported campaign and website metrics.
