EdTech Lead Generation Case: Arena Animation Velachery

Who is Arena Animation Velachery?

Arena Animation is a globally recognized institute offering industry-relevant courses in Animation, VFX, Gaming, Video Editing, and more. Our client launched a new franchise in Velachery, Chennai, with a vision to empower creative minds through skill-based learning. To kickstart their student enrollment journey, they partnered with ABN Junction for full-stack digital marketing.

Overview

In a competitive market where multiple Arena franchises co-exist, standing out was critical. ABN Junction was entrusted to build Arena Animation Velachery’s digital presence from the ground up. Our approach included building a conversion-optimized website, launching targeted ad campaigns, and crafting localized outreach strategies to engage both students and parents.

Digital Marketing

Our team executed a full-funnel marketing strategy—including SEO, PPC, and social media campaigns—to drive targeted traffic and convert visitors into loyal customers.

Web Development

We revamped the entire website structure to ensure fast load times, responsive design, and seamless user navigation—built to scale and deliver measurable performance.

Web & Graphic Design

We developed a cohesive visual identity across all platforms—designing everything from UI layouts and landing pages to ad creatives, social media posts, and website popups. Every asset was crafted to be both aesthetically appealing and conversion-focused.

Campaign Challenges:

Overlapping Audiences: With multiple Arena franchises nearby, our ads risked cannibalizing or being mistaken for competitors. We had to hyper-localize and continuously adjust messaging to stay distinct.
Balancing Parent-Student Messaging: Creating creatives that appealed to both the practical mindset of parents and the aspirations of students required A/B testing and deep insight.
Ad Fatigue: With repeated cycles around admission seasons, we had to consistently refresh visuals and offers to avoid burnout.
Quality vs Quantity: Meta platforms can generate volume, but filtering for quality leads was a key challenge we addressed through lead form optimization and offline webinar registrations.
Webinar Turnout Rates: Many signups didn’t show up. We implemented WhatsApp reminders and email nudges to drive attendance.

Campaign Results:

Challenge

Competing with Established Franchises: Multiple Arena centers in Chennai meant we had to fight for visibility and credibility.
Brand New Location: Arena Velachery was unknown in the area, and needed trust-building from scratch.
Dual Audience Focus: We had to convince both students and their parents—a dual persuasion journey with unique concerns.
Cost-Efficiency Under Pressure: We had to deliver results with a controlled budget, ensuring every rupee brought value.
Seasonal Campaign Timing: Admissions had spikes, so aligning campaigns with counseling and enrollment timelines was crucial.

Objectives

Drive qualified student leads through Meta Ads and Google Ads
Establish Arena Velachery as the go-to franchise in Chennai
Promote high-demand courses like Animation & VFX
Capture leads for free offline & online webinars
Build a lead-generating website experience

Strategic & Implementation

Localized Meta Ads

Ran interest-based campaigns targeting students and parents within Velachery and nearby areas, emphasizing career prospects in Animation and VFX. We used carousel ads, testimonial snippets, and aspirational headlines to attract and engage.

Google Ads

Deployed both search and display campaigns focused on high-intent queries like “animation course near me,” “best vfx training in Chennai,” etc., while excluding competing franchise keywords to optimize budget.

Webinar Campaigns

Developed a sequence of campaigns promoting both offline and online webinars. These were used as pre-sales filters to gauge interest and segment high-intent leads.

Website Development

Designed a mobile-optimized, SEO-friendly website that highlighted the franchise’s USPs and real student testimonials. Each course page was designed as a mini landing page, with WhatsApp chat support and sticky contact forms.

Screens

Hyperlocal Campaigning: Meta and Google ads were tailored down to pin-code level targeting for specific areas in Velachery. CTRs remained strong thanks to customized messaging.
Lead-First Website Experience: We created an intuitive website structure with quick-scroll options, embedded inquiry forms on every course page, and real student work samples for trust.
Real-time Interaction Tools: WhatsApp API was integrated for instant lead engagement, while Google Analytics and Meta Pixel tracked full-funnel performance from click to inquiry.
Visual Storytelling: Creatives used animation-themed visual styles, student testimonial clips, and career-based motivators to increase ad retention.

Results

Lead Volume Boost: Over 1,270 qualified leads generated through combined Meta and Google campaigns.
Lower CPL: Our campaigns maintained an average cost per lead under ₹80, proving highly cost-effective.
High Intent Traffic: Thanks to targeted search keywords and webinar ads, most leads were highly engaged and ready to convert.
Website to Lead Machine: Embedding contact forms on each course page directly contributed to form fills and inquiries, reducing bounce and increasing time-on-page.
Improved Brand Visibility: Within 90 days, Arena Velachery was ranking for multiple location-based keywords and had a surge in direct inquiries.
Better Engagement & Follow-Ups: With automation workflows and staff collaboration, Arena Velachery improved its follow-up rates by 2X and enrollment closures by ~25%.

Screenshots

Charu, Arena Velachery

“ABN Junction didn’t just help us get leads—they helped us build credibility, visibility, and trust in a market full of competitors. The team’s sharp insight into the student mindset and their ability to localize campaigns gave us a strong edge. Our website now not only looks great but converts! From getting our first few walk-ins to managing full batches, they’ve been with us at every step. A reliable growth partner who genuinely understands the education space.”

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