Case Study: IMJ Institutions – Driving Admissions through Video Marketing
About the Client
IMJ Institutions (established in 1995) is a leading educational group in Karnataka, nurturing talent across diverse fields of higher education. The group includes:
- Moodlakatte College of Nursing (MCN) – Approved by INC and Karnataka State Nursing Council, affiliated with RGUHS.
- Moodlakatte College of Allied Health Sciences – Offering specialized BSc programs in Medical Imaging, Lab Technology, and Anesthesia & OT Technology.
- Moodlakatte College of Physiotherapy – Focused on training skilled physiotherapy professionals.
- Moodlakatte Institute of Technology, Kundapura (MITK) – An engineering college affiliated with Visvesvaraya Technological University (VTU), Belagavi, and accredited by NAAC.
- IMJ Institute of Science & Commerce (IMJISC) – Offering degree programs in BCom, BCA, and BBA.
Across all institutions, IMJ emphasizes quality education, ethical values, industry exposure, and career readiness.
The Challenge:
The primary goal for IMJ Institutions was to increase admission inquiries for their Nursing, Physiotherapy, and Allied Health Science courses.
While digital ads were already being used, the challenge was:
- Effectively communicating the value of IMJ’s courses.
- Standing out in a competitive education market.
- Generating high-quality leads at scale.
Our Strategy
We identified that the most impactful way to communicate IMJ’s strengths would be through Production Videos.
The approach included:
- Concept Development – Crafting a compelling storyline that highlighted course offerings, benefits, and career opportunities.
- Video Production – Delivering a professional and engaging video that built trust and credibility.
- Targeted Ads – Running video ads across Meta platforms to reach prospective students and parents.
This combination allowed us to convey the right message to the right audience, leading to higher engagement and lead generation.
Performance Results
- Ad Spend: ₹71,195.87
- Leads Generated: 1,249
- Cost per Lead (CPL): ₹57.00
Key Outcomes
✔ Delivered 1,200+ admission leads through a single video campaign.
✔ Achieved a cost-efficient CPL of ₹57, significantly below industry benchmarks for education lead generation.
✔ Built brand trust and awareness through high-quality video content.
✔ Established a scalable strategy for future admission cycles using production driven campaigns.
Creatives That Performed:
Conclusion
Through the power of video storytelling and targeted advertising, ALTER helped IMJ Institutions achieve remarkable admission inquiries at scale. The campaign not only lowered acquisition costs but also positioned IMJ as a trusted name in healthcare education, effectively influencing students’ decision-making.