Background
Commander Defence Academy aimed to become the premier institution for individuals aspiring to join the defence services. Their challenge was not just to attract students but also to establish credibility and trust in a field where accurate guidance is crucial. They needed a strong digital presence, high-quality content, and a strategic media buying approach to achieve their goals.
Our Approach
Step 1: Building a Strong Digital Foundation
We started by setting up and optimizing their social media handles, ensuring brand consistency across platforms. A key component of this phase was developing a high-functioning website within a month, integrating:
- An Eligibility Checker to help users assess their qualifications for different defence roles.
- A Lead Generation Form to capture potential students’ information.
- SEO optimization to ensure the site ranks well in search results and attracts organic traffic.
Step 2: Content Strategy for Organic Growth
Since most aspirants struggle with clear, structured guidance, we focused on a value-driven content strategy. Every piece of content was designed to educate and provide insights, making the academy a reliable source of information. This included:
- Static posts & reels explaining ISSB preparation, exam strategies, and career pathways.
- Testimonial videos featuring successful students and their journeys.
- Expert insights from retired defence personnel to add credibility.
Through consistent posting and engagement, we ensured that the page gained organic reach and built a loyal audience.
Step 3: Strategic Media Buying for Lead Generation
For maximum reach and conversions, we executed a Meta Ads strategy focusing on:
- Lead Generation Ads: Collecting phone numbers for direct follow-up.
- Messenger Ads: Encouraging potential students to ask questions and engage with the academy.
By refining our targeting and optimizing ad creatives, we consistently brought in quality leads for the academy’s admission team to convert.
Results & Impact
- Successfully trained 5 students who received their ISSB green card.
- Ran 2 online and 3 offline batches, each enrolling over 10+ students in the first year.
- Grew a community of engaged aspirants, establishing the academy as a go-to resource.
Challenges & How We Overcame Them
One major challenge was content creation, as the field of defence career preparation demands high credibility. We tackled this by:
- Crafting a content strategy focused on knowledge-sharing rather than direct selling.
- Developing a solid website with all necessary resources in one place.
- Showcasing testimonials and expert advice from retired defence personnel to enhance credibility.
