Maarifa College is a high education institution based in Nairobi and Mandera that offers a wide range of courses to students. It has been in operation since 2011 and has helped students many students achieve their dream careers through their premier courses which include:

  • Business Management
  • Human Resource Management
  • Tourism and Hospitality
  • Language Courses (Arabic, Swahili, French, Mandarin, English, German)
  • Sales and Marketing
  • Early Childhood Development

And many others.

Problem

The college had a poor social media presence which hampered its effort to spread brand awareness and reach more people. It had a Facebook page which had less than 200 likes and poor engagement.

Goals

The college administrator aimed at getting more results through social media. His aims were:

  • Increase Facebook Page likes
  • Improve Facebook engagement (likes, shares, comments)
  • Get more leads (students enquiring for placement)

Target Audience

The main target audience for Maarifa College was students who had recently completed high school and were actively seeking for college placement. The college also targeted working class people with interest in advancing careers by enrolling for a short course to boost their qualifications and knowledge.

Strategies

We applied the following strategies to achieve the customer’s expectations:

  1. Defined buyer persona
  2. Created Facebook content schedule
  3. Posted 2 updates on weekdays and 1 update on weekend
  4. Conducted a weekly audit to identify the most effective posts
  5. Promoted page for 2 weeks targeting a specific audience to boost brand visibility

Results

At the end of the campaign, we achieved the following:

  • Increased page likes from 200 to over 1300
  • Increased page engagement by 200%
  • Got 7 enquiries (calls and messages)
  • Increase click-through rate by 400%