Apollo Aksharadhama

A second Apollo campus with a distinct catchment and its own positioning — and the same core challenge of converting parent research into campus visits.

The situation

Apollo Aksharadhama is a second campus in the same group, with a distinct catchment and its own positioning — and a problem the first campus did not have.

Two schools under one brand compete with each other in search unless something is done about it deliberately. Left alone, Google struggles to tell them apart, splits the authority between them, and often shows the wrong one to a parent in the other campus's catchment. The result is two sites that each rank worse than a single school would.

How we approached it

Distinct enough to separate, related enough to reinforce

We built a distinct digital identity for the campus while keeping it recognisably part of the wider Apollo group.

The balance matters in both directions. Too similar and the two campuses cannibalise each other in search; too different and the second campus throws away the trust the group name has already earned. Separating them cleanly — distinct pages, distinct catchment language, shared brand signals — lets each rank for its own area while both benefit from the group's authority.

The admissions journey mapped end to end

We mapped the journey from first search through enquiry, campus visit and application, then built follow-up automation so no interested parent went unanswered.

The gap in most school admissions is not enquiry volume — it is what happens in the fortnight afterwards. A parent who enquires and hears nothing for four days has usually visited two other campuses by the time anyone calls back. Automating the acknowledgement and the reminder is unglamorous work that recovers enquiries the school had already paid to generate.

Spend limited to the realistic catchment

The geo-targeted campaigns were confined to the realistic transport catchment rather than the whole city.

This is the highest-leverage decision available in school advertising and the most commonly missed. Nobody enrols a child at a school ninety minutes away, so impressions outside the bus routes are not merely wasted — they actively worsen campaign performance by diluting the signals the platform learns from. Narrowing the geography improved cost per qualified enquiry more than any change to the ads themselves.

What changed

The two campuses now reinforce each other in search instead of competing, the admissions journey is followed up rather than left to chance, and paid spend is confined to the area a family could realistically commute from.

If you are in a similar position

If you run more than one campus or branch, check whether they are competing with each other in search before you spend anything on promoting either. It is a common and entirely avoidable form of self-harm.

And set your advertising radius by transport reality, not by ambition. The impressions you give up were never going to enrol.