Client & context
When Edugate Bangladesh planned its very first Australian education consultancy expo in Bangladesh, very few students knew about the brand. Edugate did not have a physical office in Bangladesh at the time. Most of its activity was happening through Facebook and Instagram, but organic promotion alone was not giving the brand enough visibility among students planning to study abroad. The challenge was not simply to promote an event; it was to make students notice a brand they did not know, understand what the expo was about, become interested, register, and finally show up, all without an existing physical presence in Bangladesh.
The problem
For a new education consultancy, trust matters a lot. Students are not going to attend an expo just because they see one Facebook post. They need to know who is behind the event, what they will get from it, and whether it is actually useful for their study abroad plans. Edugate had very little awareness among Bangladeshi students at the beginning, with no well known local office and no large existing student community. Organic Facebook and Instagram activity alone was not enough to reach the number of relevant students needed, so simply promoting an event poster would not solve the problem.
What I did
Campaign structure
Treated the expo as a complete marketing journey rather than a single campaign, following a funnel of Awareness, Interest, Engagement, Lead Generation, Follow Up, and Expo Attendance, where every part had a purpose.
Audience targeting
Focused on students more likely to be interested in studying abroad, especially those thinking about Australia for higher education, while pairing targeting with creative that would actually catch attention.
Content funnel
Built content with a job at each stage. Awareness content introduced Edugate and the expo, while later content showed the practical value of attending, such as what students could learn and who they could meet.
Lead generation
Made registration easy for people who understood the value of the expo, adjusting creative and messaging around the registration goal. This generated 1,400+ leads from students who showed real interest in attending.
Event follow up
Kept the event visible and continued communicating its value after lead generation, building enough interest and trust for students to actually attend on the day.
Tracking setup
The campaign was managed and measured through Meta Ads Manager. The screenshot in the case study shows the actual campaign activity and the lead generation work behind the expo, giving a clear view of how the funnel performed across stages.
Results
| Metric | Result |
|---|---|
| Leads generated | 1,400+ |
| Attendance | Genuine students |
| Venue | Lakeshore Heights |
Ads Manager screenshots
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