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Case Study: JNS Education – Boosting Lead Quality & Engagement in Pakistan

Project Overview

JNS Education a leading education consultancy, operates across Pakistan and the Middle East, helping students secure university admissions. Despite a strong presence in the Pakistani market, they faced significant challenges in lead generation:

  • High volume of non-responsive leads
  • Low engagement and conversion rates
  • Inefficient lead generation methods

Objective

  • Improve lead quality and responsiveness to increase conversions.
  • Enhance brand recall through strategic ad placements.
  • Test different lead generation methods to optimize results..

Challenges Identified

  • Unqualified & Non-Responsive Leads – Many leads did not engage after initial contact.
  • Low Brand Awareness & Trust – Potential students and parents lacked familiarity with JNS Education in Pakistan.
  • Ineffective Lead Capture – Existing methods were not driving meaningful conversations.

Strategies Implemented

  • Multi-Channel Lead Generation Approach
    • Ran campaigns using two methods:
      • Lead Forms – Collected contact information from interested students.
      • Direct Messages (WhatsApp & Instagram DMs) – Enabled quick responses and real-time engagement.
    • This dual approach ensured higher response rates and better conversion potential.
  • Brand Awareness & Recall Strategy
    • Focused on building trust and familiarity by running high-reach campaigns before lead generation.
    • Created a content strategy that highlighted success stories, testimonials, and expert guidance.
  • Audience Testing & Optimization
    • Refined targeting to reach serious students and parents.
    • Tested multiple ad creatives and messaging to identify high-performing variations.
  • Improving Engagement & Retargeting
    • Implemented retargeting campaigns for users who engaged but did not convert.
    • Optimized messaging based on past interactions, making responses more personalized and effective.

Key Metrics Overview

Results

Key Achievements

  • Improved Lead Quality – The dual lead generation strategy reduced non-responsive leads.
  • Higher Engagement & Conversion Rates – Direct messaging resulted in faster replies and better conversions.
  • Increased Brand Recall – Awareness campaigns before lead generation created trust and familiarity.
  • Optimized Budget & Performance – More efficient spending led to a lower cost per quality lead.

Conclusion

By combining brand awareness campaigns with a dual lead-generation strategy (Forms + Direct Messages), JNS Education successfully improved lead quality and engagement in the Pakistani market.

This resulted in higher conversion rates, reduced unresponsive leads, and a more cost-effective digital strategy.