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8 Successful workshops in just 3 months:
The MIDAS-Lotl Success Formula

MIDAS is an entrepreneurship college that was founded with the aim of providing quality education to students who aspire to become entrepreneurs. The college offers a wide range of courses that are designed to help students develop the skills and knowledge required to start their own businesses.

MIDAS, a premier coaching institute in Pune, approached our team, LOTL, for creating an impactful marketing campaign to expand their reach and attract more students. The target audience was the young generation coming from a family-business background. Our challenge was to overcome the scepticism of the target audience towards coaching institutes and attract more students to MIDAS within a short period of 120 days.

Challenge

  • Students from family-business backgrounds often have limited time and resources to focus on their studies due to the responsibility of running their family business.

  • These students also have a general skepticism toward coaching institutes.

  • Design a campaign that can assist these students with their studies while overcoming their skepticism toward coaching institutes.

Challenge

  • Target audience: Students managing family businesses while preparing for exams

  • Campaign: "MIDAS - Your Companion on the Road to Success"

  • Goal: Position MIDAS as a mentor and companion to help students succeed

  • Strategy: Develop an emotional connection with the audience by highlighting MIDAS as a partner in their journey

  • Execution: Showcase how MIDAS can help students overcome challenges and achieve success Outcome: Measure effectiveness by tracking engagement, leads, and conversions.

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The following strategies were employed:

Emotional Connection: The campaign highlighted the role of MIDAS as a partner in the student's journey toward success, creating an emotional connection with the target audience.

​Multi-channel Marketing: The campaign was launched with a teaser ad, followed by a series of print ads in leading newspapers and magazines. The digital campaign included social media ads, Google Ads, and email marketing. The messaging was consistent across all channels, emphasizing the 'companion' angle of the campaign.

 

Events: To generate buzz and increase visibility, we organized a series of events, including seminars, webinars, and workshops. The events featured prominent speakers from the industry who shared their success stories and tips for cracking competitive exams. The events were promoted through social media and email marketing campaigns.

Results

  • 8 Successful workshops in just 3 months

  • Surge in website traffic and social media engagement

  • 800+ students attended seminars, webinars, and workshops

  • Increased trust and credibility for MIDAS among target audience

Conclusion

  • MIDAS campaign was a success

  • Marketing strategy positioned MIDAS as a partner in student's success

  • Multi-channel approach and events increased visibility and generated buzz

  • ​MIDAS campaign inspired and equipped students to embrace entrepreneurship, spurring creativity.

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