MESA SCHOOL

Digital Transformation of Mesa School of Business

Mesa School of Business reimagines MBA education for the startup ecosystem with hands-on mentorship, entrepreneurial skills, and a startup network. As a new entrant with no campus, placement history, or accreditation, it had to establish credibility and justify a ₹20+ lakh fee. Success depended on building a fully optimized digital ecosystem to drive enrollment and differentiate from traditional MBAs.

Credibility : Positioning as premium despite no campus, history, or degree.
Ideal Candidate : Attracting ambitious, entrepreneurial students, not generic leads.
Ground-Up Build : Creating digital infrastructure, communication, and funnel from scratch.
ROI Discipline : 100% digital budget had to deliver measurable outcomes.
Overcoming Skepticism : Balancing aspirational and rational messaging to win trust.

Foundation Building :CRM-based lead management with qualification criteria. Personalized, dynamic funnels and retargeting Real-time feedback loops to refine targeting on Google/LinkedIn.
Audience Research Defined personas: startup aspirants, entrepreneurs, tech-savvy professionals. Behavioral insights refined targeting and messaging.
Communication Strategy : Positioned as a 'startup bootcamp' emphasizing mentorship, networks, and real-world learning. Messaging focused on entrepreneurial outcomes, not placements. Built trust via testimonials and faculty profiles.
Campaign Planning : Full-funnel strategy: Awareness → Consideration (webinars, case studies) → Conversion (deadlines, consultations). Iterative A/B testing across creatives and CTAs. Platform-specific targeting: LinkedIn (professionals), Instagram (aspirants), Google (intent-driven).
Optimizing Student Journey : high-conversion landing pages with dynamic CTAs and proof points. Personalized email nurturing to address objections.
Data-Driven Decisions : Predictive analytics to forecast demand and lead behavior. Weekly optimizations for audience, messaging, and budget. Custom dashboards for leadership with real-time insights. echniques Used
Persona-led targeting for precision : Agile marketing for iterative improvements. Behavioral segmentation for tailored nurturing. Signal-based optimization for efficient campaigns.

Mesa’s digital transformation demonstrates how disruptive education models can thrive with data-driven, insight-informed strategies. By building a robust digital ecosystem and focusing on differentiation, Mesa not only met ambitious enrollment targets but also established itself as a premium brand in business education.

Cohort Growth

60 students (Year 1), 120 (Year 2), on track for 150 (Year 3).

Revenue

High-value enrollments validated the premium pricing model.

Lead Quality

Attracted highly motivated, entrepreneurial candidates.

Scalability

Strong foundation for future cohorts through robust funnels and systems.