South Africa Education Media Strategy

Kindly see the attachment for detailed brief.
Regenesys is expanding rapidly across Africa and beyond. As we scale, performance marketing will be the key growth driver across all business verticals.
This case study will assess your ability to design and articulate full-funnel paid marketing strategies — from launch to steady-state growth and optimization.
Part 1: New Product GTM — Launch of Regenesys School of AI (South Africa)
Background
Regenesys is launching a new vertical: Regenesys School of AI, focused on future-oriented technology and innovation learning.
Initial programs will include:
• AI & ML Course
• AI for Business Leaders
• Generative AI for Beginners
Task
Create an indicative 3-month Performance Marketing Plan for the launch, covering both awareness and lead generation stages. Assume of budget of 6 Cr for 3 months.
Key Points to Cover
1. Target Audience Definition
o Who are the likely personas for each course (age, profession, motivation, etc.)?
o Which markets or cities in South Africa should be prioritized?
2. Channel Strategy
o Recommended mix across Meta, Google, LinkedIn, YouTube, and Display (if applicable). Role of each.
o Breakdown Meta/Google further if needed into Brand, Non Brand or type of inventory or Google’s offerings.
o Budget allocation rationale.
3. Campaign Structure
o Funnel design: awareness, consideration, and conversion.
o Messaging and creative direction across stages.
4. KPIs & Targets
o Key metrics to measure success — CTR, CPL, CAC, etc.
o Indicative performance benchmarks and optimization approach.
Part 2: Existing Business Growth — LLB & MBA
Background
Regenesys currently runs large-scale marketing for its Bachelor of Laws (LLB) and MBA programmes.
You have the following monthly budgets and CPL benchmarks:
Programme
Monthly Budget
Platform
Target CPL (INR)
LLB
₹2 Crores
Google
₹1000
LLB
₹2 Crores
Meta
₹750
MBA
₹0.5 Crore
Google
₹1000
MBA
₹0.5 Crore
Meta
₹1000
Programme links:
LLB Programme
MBA Programme

Task
Create a monthly performance marketing plan for these two products across Google and Meta, focused on lead generation and optimization.
Key Points to Cover
1. Budget Allocation Strategy
o Platform split (Google vs. Meta).
o Campaign types (Search, Display, Discovery, Performance Max, Lead Ads, etc.).
o Expected monthly lead volumes based on given CPLs.
2. Audience Targeting & Segmentation
o How you’ll segment and target audiences for LLB and MBA (demographics, interests, lookalikes, intent signals, etc.).
3. Ad Strategy
o Sample ad structures, creative angles, and messaging for both products.
o Landing page or form optimization considerations.
4. Optimization Plan
o Weekly or biweekly optimization approach (bidding, creative refresh, audience testing).
o KPI tracking and improvement plan.