Tutoring Case Study

INTRO & OBJECTIVES:

Our client, anonymised for obvious reasons, offers maths and English tutoring for primary & secondary school students. They are well established and have a number of branches throughout Auckland, NZ.

When the company approached Flow, their only active at the time was a small, self-managed Google ads campaign and some traditional marketing.

The company had an impressive point of difference/pricing model that made them a great option for multi-child families. Also, they had kept a detailed CRM with usable marketing data that we could use – which worked in the client’s favour.

Based on their data, the avg. membership was 1.92 students per family, equating to an average income per family of $74 per week.

On average, students would stay for 1.6 years (some more, some less), which equates to an average additional revenue of $6136 per acquisition for the company. Because of this high value per acquisition, the client was previously justifying a spend of up to $1200 per conversion, using traditional marketing.

FLOW’S PROCESS AND REASONING:

Flow initially pitched the improved management of their Google Ads campaign, some SEO and a detailed Facebook ads strategy. A search strategy, coupled with a social strategy would be ideal for a client in this industry. A social strategy to find new customers, and a search strategy to be found by new customers.

Due to initial budget constraints, the client decided to opt to have Flow focus solely on Facebook ads, to begin with, continuing to self-manage their own Google campaign as it stood.

Flow then crafted a strategy using a stage Facebook ads funnel. We served a mix of video ads and static image ads, with objectives including web traffic generation, video views and Facebook lead ads.

RESULTS

MONTH 1

31

Leads Generated

MONTH 2

86

Leads Generated

MONTH 3

110

Leads Generated

MONTH 4

142

Leads Generated

This article was written during month 5. As expected, our results are improving month-onmonth, as the campaign matures. We plan to introduce Google Search ads to further increase inquiry levels, in month 6.

Over the period, 369 leads were generated, at an average cost of $11.44 each. 71 of the leads had enrolled within 6 weeks (a 19.24% conversion rate) Over 50,000 individuals were reached throughout the various iterations of our campaign.

The campaign was comprised of 22 laser-targeted audience groups to ensure we were only reaching the right people at the right time, serving dozens of individualised ad variations, to each of these audiences over the four months observed.

71
Leads

generated by Flow over this period had converted (enrolled) within six weeks (a 19.24% conversion rate).

THE MAIN REASONS FOR OUR SUCCESS WERE:

  • Accurate ad targeting
  • Well-written ads.
  • Appropriate, professionally made creatives, tailored for each audience group.
  • Daily optimisation and monitoring of all ads.
  • Testing different offers, ad copy and creatives to reach optimum conversion levels
  • A clear idea of the target audience.
  • Fast follow up from the client’s sales team, and a clear sales process to handle each lead.

ADDITIONAL INSIGHTS WITH FLOW:

Further to the above – at the beginning of the campaign we correctly configured the client’s Google Analytics account, to be able to accurately track all inquiries through the website, from all sources.

As a side-effect of our campaign:

  • A further 554 people were brought to the client’s website.
  • 54 clicked through to send an email
  • 5 booked a free assessment.
  • 5 booked a free assessment.

For more info or to discuss your business goals and how we can help you to achieve them, please contact [email protected].

CONTACT