Transform 4-5 years of stagnation into 50% growth through complete brand repositioning, multi-product portfolio optimization, and Northern Kerala market capture.
3,600 Student Admissions • ₹3 Crore Digital Budget • 72,000 Leads
We win by owning high-intent search, running trust-led Meta storytelling, and operating with tight measurement + disciplined launch rules—built for Northern Kerala first, with GCC expansion.
Revenue growth, admissions, qualified leads, and a digital budget anchored to business outcomes (not vanity metrics).
Northern Kerala (Malabar) as the primary battleground, with GCC as a structured second lane using vernacular creative.
Google Ads for demand capture + category expansion; Meta for trust-building, segmentation, retargeting, and conversion support. GEO shows immense potential, and we will invest in it respectfully.
Conversion events, attribution rules, and lead-quality signals tracked end-to-end with Superleap—reviewed on a fixed cadence and improved every cycle.
Before strategy, we dive deep. Here's what we have together discovered about Rays Education's market position, competitive landscape, and growth opportunities.
₹20 crore baseline — stagnant for 4-5 years
New competitors (Xylem, others) eroding dominance
Traditional positioning needs modernization
Strong Malabar region expertise — 19 years legacy
3,228 clicks • 11,373 impressions
1,124 clicks • 2,678 impressions
Strong medical presence validated
Limited "JEE coaching Kerala" presence — clear opportunity
Five core pillars driving the transformation strategy — each informed by data and competitive intelligence.
Tailored approaches for each price point and buyer psychology
District-level domination as the core battleground
Communicate Rays' full academic ecosystem vs competitors
Automation-first engagement across the student journey
Legacy-first, premium-yet-modern positioning
Merit-first, high-intent student acquisition strategy
Xylem Learning leads Northern Kerala through heavy marketing and aspiration-creation. Here's how we counter their strategy.
We have used Xylem as a major competitor reference not because it outperforms long-established institutes in teaching methodology, academic legacy, or years of proven results, but because of the disproportionate scale of its investment in the digital ecosystem. While Kerala has several highly credible and time-tested institutions such as Brilliant Study Centre, Prof. P.C. Thomas Classes, Alpha Entrance Academy, Zephyr, and other legacy players with strong academic foundations, most of them have limited or conservative digital marketing presence. Xylem, despite its comparatively shorter track record and methodological limitations, is aggressively pumping capital into digital channels, thereby dominating visibility, reach, and mindshare among parents and students online. From a marketing and growth strategy standpoint, it is therefore more relevant to benchmark against the player currently shaping digital demand and attention, rather than institutions that rely primarily on offline reputation and word-of-mouth strength.
Large regional network with pan-Kerala visibility and aggressive expansion in Tier 1 and Tier 2 towns.
Strong central and southern Kerala presence; we will counter with clear differentiation and district-level capture.
19-year legacy, Malabar goodwill, end-to-end coaching, and district-level focus.
Rays’ end-to-end coaching model will be positioned as a clear alternative to fragmented learning paths such as school + tuition + self-study. All communication will consistently reinforce the advantage of a single, integrated academic ecosystem that provides structure, continuity, and accountability.
Predictable study plans and organised flow replace confusion for parents and students.
Ongoing doubt-clearing is part of the daily learning experience so students never fall behind.
Testing and assessments provide early insight and steady progress, not last-minute surprises.
Personalised guidance supports academic performance and student motivation within one system.
A single, managed environment reduces dependence on multiple supports and builds routines.
Each student follows a learning path aligned to their strengths and needs.
Group learning, peer benchmarks, and shared goals sustain effort and belonging.
Messaging anchors on proven academic outcomes to build credibility without over-promising.
To consistently communicate Rays as a complete, reliable coaching ecosystem that simplifies decision-making for parents and builds long-term confidence in student success.
Not a vendor relationship — a true partnership embedded into your operations, focused on your core metrics, engineered for sustainable growth.
Integration into operations, CRM, team workflows, and daily decision-making. On-site presence at Rays offices.
Focus on core business metrics — revenue, admissions, market share. Not vanity metrics.
Build systematic, repeatable processes for sustainable growth. Documentation for Year 2+.
₹2.3 Lakhs per month
Single, transparent retainer covering embedded partnership, daily performance leadership, and operational integration. Performance incentives remain separate and tied to revenue outcomes.
Weekly strategy reviews with founders, leadership, and execution leads ensure we align on pivots, budgets, and market shifts.
We sync admissions, design, social, SEO, and counselling teams so paid campaigns reinforce internal messaging and readiness.
Find and implement tools and systems inside Rays to improve documentation, automation, and workflows across functions.
Funnel-level dashboards become a single source of truth—tracking campaigns, costs, quality, and performance-led growth decisions.
Bi-weekly visits to Rays offices for strategy reviews, performance check-ins, and immediate corrective actions.
Insights drive regular pivots, budget reallocations, and message refinement; nothing is static.
Explore our detailed strategy, competitive analysis, and execution plans for each advertising channel.