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Social Media for Non-metros

Social media for non-metro locations

OBJECTIVE

  • To reach out to those interested in pursuing a career in the banking, insurance and financial services sector and drive registration of a national banking aptitude exam

CHALLENGE

  • The brand had a stronger presence in metro towns and wanted to create an impact deeper into semi-urban, Tier II, III towns.

SOLUTION: VIRTUAL FACEBOOK EVENTS!

Used social media (Facebook) to promote the banking exam (NBET – National Banking Entrance Test), inviting people to test events over a period of 10 days. The major focus was to target college final year students and recent graduates in metro cities to participate in the test. Based on the test results, the students would be eligible to join an employment assurance career program with the brand.

RESULTS: HIGH NON-METRO PARTICIPATION

  • 1000+ registrations for the exam
  • Several conversations on the test, process, fees, career-related questions happened over the 10 day period.
  • Several registrations for the training course provided by the brand. These courses are high-value courses with fees of between $1000-$1500
  • Non-metro impact: A list of smaller cities from where enquiries were received are listed below:

Sample list of Small Cities from where interactions happened on NBET

Gwalior,Madhya Pradesh Ranchi, Jharkhand
Daund,Maharashtra Karnal, Haryana
Anantnag, Jammu Kashmir Tandur, Andhra Pradesh
Itanagar, Arunachal Pradesh Shamli, Uttar Pradesh
Ghaziabad, Uttar Pradesh Thiruvottiyar, Tamil Nadu
Erode, Tamil Nadu Baraut, Uttar Pradesh
Thane, Maharashtra Bhayandar, Maharashtra
Tirunelveli, Tamil Nadu Banihal, Jammu Kashmir
Soniapat, Haryana Gaya, Bihar
Budge Budge, West Bengal Kandivali, Maharashtra
Sanawad, Madhya Pradesh Durg, Chhattisgarh
Guwahati, Assam Bhatinda, Punjab
Bikaneri, Rajasthan Cuttak, Orissa
Vijayawada, Andhra Pradesh Silvassa, Dadra and Nagar Haveli
Dharmshala, Himachal Pradesh Faridkot, Punjab
Mysore, Karnataka Durgapur, West Bengal
Bilaspur, Madhya Pradesh Patiala, Punjab
Case Study Booklet