3. The early stages of TPQ have poor participation inflow. Consider both online and offline settings
as you consider how you as a co-co would ensure that the number of participants increases for
TPQ'23. Provide some initiatives that could address this issue.
Ans.
To increase the outreach of the program, I would take the following steps:
Redefining Target Audience: Right now we are trying to target students from grade 9th to 12th. This
approach might reach more people, but it may not however lead to more registration. Instead I
would suggest targeting a more niche audience which is IPMAT aspirants as they have more
motivation to visit our campus, hence higher chances of registration.
Leveraging and Increasing Social Media Reach : Our target audience is very active on social media
like Instagram and hence we should make it our prime channel of promotion as well as
communication. We should post things like testimonials of winners, interesting facts about Atharv
and TPQ and things like live QnA sessions. Our social media is active however it can be better.
Collaboration with IPMAT coaching: As of now, we bring in most of our participants from school
seminars. However I would suggest from this year onwards we should also pitch the idea of TPQ in
coaching for IPMAT and Cuet as these students will be more interested in registering. We can also
collaborate with coaching like Aceipm and Univoyage to post a video on their YouTube channel, in
return of interviews with Atharv Coordinators.
Paid Advertisements : if the budget allows we can use paid advertisements for social media like
Instagram and Facebook or maybe Google ads. This way we can target these ads right at our target
market at a cheap rate.
E.g- We can promote the announcement post for TPQ on Instagram for as low as 5 dollars (₹400).
Referral Marketing: I suggest following a referral marketing approach where students registering will
be incentivised for bringing in more participants. Eg- Discounts on bulk registrations.