This case study reflects the professional experience of Anu Gulmohar in 2023, when she led the digital mandate at The NorthCap University. Her work spanned performance marketing, lead nurturing, social media, and website strategy—helping the University strengthen its digital presence and admissions funnel.

Performance Marketing & Lead Nurturing

• Set up and managed Google Ads and Meta Ads campaigns for admissions.

• Achieved a Cost Per Application (CPA) of ₹10,000, a strong efficiency benchmark for the season.

• Created dedicated landing pages for each of the University’s three schools using the Meritto CRM platform.

• Designed automated drip campaigns across email, WhatsApp, and SMS to keep leads engaged and guide them toward enrolment.
  
  

Website Development

• Oversaw website updates for the University.

• Contributed to the design and content strategy of two new web properties: the Centre for Online and Distance Learning and the School of Business websites.
  
  

The Impact

These initiatives created a structured digital funnel for The NorthCap University, delivering efficient admissions campaigns, consistent communication, and a stronger online identity across platforms.