UPES

Project overview:

AdLift’s Integrated Digital Marketing Approach for UPES increased their Website Users by 57%!

The University of Petroleum and Energy Studies (UPES), based in Dehradun, India, is a leading institution known for its specialized programs in engineering, law, business, and energy sectors. With a reputation for offering industry-aligned courses, UPES aims to attract a diverse pool of students while maintaining strong engagement across digital platforms.

UPES partnered with AdLift to enhance its digital footprint and increase the conversion of leads to applications. The objective was to execute performance marketing campaigns, engage with potential students on social media, and generate positive digital buzz about the university. AdLift's strategy focused on achieving measurable growth while delivering a seamless, engaging digital experience for prospective students through Paid, Owned, and Earned Media strategies (POEM).

AdLift Services Offered

Search Engine Optimization

Paid Media Marketing

Social Media Marketing

Content Marketing

The Results

Improved by 22% growth

Click-to-Leads Conversion Growth

200%

Lead-to-Application Conversion Growth

170% growth

Total Ad Impressions

57% growth

Total Ad Clicks

57%

Website Users Growth

17% YoY

Organic Traffic Increase

21%

Improved Lead-to-Application Ratio (Organic)

63%

increase in organic reach on Facebook

215%

increase in organic impressions on Facebook

11%

increase in Twitter followers

48%

increase in LinkedIn followers

AdLift Approach

AdLift adopted the POEM strategy (Paid, Owned, and Earned Media) to ensure a well-rounded digital marketing effort:

Paid Media
Executed pull strategies with Paid Search focused on participant insights, competitor terms, and brand generics.
Deployed Display Ads using audience targeting, interest categories, and remarketing tactics.
Promoted posts on Facebook, affiliate marketing, and programmatic buying strategies to maximize visibility.
Owned Media
Optimized the UPES website with revised keyword research and new landing pages for specific courses.
Implemented Call-to-Action (CTA) optimizations and event tracking to enhance conversions.
Launched engaging social media campaigns, such as the #mynewUPES Contest and #KnowYourRights Contest for Republic Day.
Earned Media
Conducted content marketing initiatives, engaging with bloggers and influencers to build positive sentiment around UPES.
Generated organic buzz through audience engagement, comments, and reactions on social media channels.

Throughout the campaign, AdLift emphasized tracking and optimization, ensuring continuous improvement in performance metrics such as pre/post-click performance, bid management, and budget allocation to meet performance goals effectively.