Study Abroad Consultancy
How Broadway International Scaled to 350+ Study Abroad Leads via Custom Web Architecture and Instagram Marketing
Built a conversion-first digital platform (biapply.com) featuring an automated eligibility checker and executed an organic Reels and targeted Meta ad campaign across Gujarat, driving a 310% increase in student inquiries and lowering cost per acquisition by 44%.
Client overview
- Client
Broadway International- Industry
- Study Abroad Consultancy
- Duration
- Ongoing
- Tools & technologies
- Meta Ads, Social Media Marketing, WordPress
Project background
Broadway International (operating via biapply.com) is an overseas education consultancy headquartered in Vadodara, Gujarat. Specializing in end-to-end guidance for study destinations including the USA, UK, Canada, Australia, and Germany, the consultancy is recognized for its dedicated visa compliance team, personalized SOP assistance, and profile assessment workflows.
Prior to our partnership, Broadway International relied heavily on direct referrals and traditional local networks. With growing student demand across Central and South Gujarat for upcoming intakes, the agency needed a modernized digital footprint: a high-speed website capable of capturing structured student queries, coupled with a dominant Instagram presence to connect directly with Gen-Z applicants and their parents.
Challenges
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Friction in Online Discovery: The brand lacked an interactive web portal where students could instantly evaluate their profile eligibility, resulting in drop-offs and low online inquiry volume.
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Low Social Engagement: Despite offering valuable overseas immigration insights, their Instagram profile suffered from low reach, static graphic designs, and irregular posting cadence.
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Unqualified Lead Traffic: Broad digital ad attempts were attracting cold inquiries with mismatched budgets, academic gaps, or irrelevant course expectations.
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Manual Lead Follow-Up Delays: Inquiries submitted across multiple channels were not routed automatically into quick response funnels, slowing down the consultation booking process.
Strategy and solution
We formulated a two-pronged growth strategy combining high-intent web development with targeted social proof marketing:
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Conversion-Optimized Web Portal (biapply.com): Built a custom, ultra-fast WordPress web architecture with dedicated landing pages for high-demand study hubs (USA, UK, Canada, Australia, Germany). Developed an integrated Student Profile & Eligibility Assessment Desk, allowing students to submit academic details and get targeted guidance.
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Instagram Visual Storytelling: Shifted the Instagram grid strategy to dynamic, student-first content:
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Visa Approval Showcase: Reel-based announcements celebrating real student visa successes to establish immediate social proof.
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Intake & Scholarship Breakdowns: Bite-sized carousels and infographics highlighting tuition fee waivers, STEM OPT rules, and university criteria.
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Founder & Counselor Insights: Short-form video answering common visa interview objections.
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Hyper-Local Meta Ad Architecture: Deployed localized lead-generation campaigns across Vadodara, Anand, and surrounding Gujarat hubs, funneling prospects straight to the website calculator and an automated WhatsApp lead desk.
Execution
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Phase 1: Architecture & UI/UX (Weeks 1–3): Designed and deployed a responsive, mobile-first theme on WordPress. Integrated structured schemas, country-specific navigation, and instant click-to-WhatsApp communication endpoints.
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Phase 2: Content Engine & Instagram Revamp (Weeks 4–6): Established a bi-weekly Reels production cycle focusing on visa milestones, university shortlists, and test preparation tips (IELTS/Duolingo). Standardized branded visual typography across all feed carousels.
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Phase 3: Performance Ads & Automated Nurturing (Weeks 7–12): Launched geo-targeted Meta campaigns utilizing Custom Audiences and lookalike models centered on undergraduate students, fresh graduates, and parents. Synced real-time lead submissions directly with the counseling team via automated notifications.
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Phase 4: Optimization & CRO (Weeks 13+): A/B tested landing page headlines and CTA form lengths, optimizing page load times to under 1.8 seconds.
Project gallery
Results
The integrated digital engine repositioned Broadway International as a benchmark study abroad authority in Central Gujarat. The new web portal transformed passive visitors into pre-screened counseling bookings, while the revitalized Instagram presence created an active community of prospective students actively interacting with visa updates and intake deadlines. Overall inquiry volume rose sustainably without inflating monthly ad spend.
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