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 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.
Their budget for social media ads including spend and management was $2k per month, increasing to $2.5k per month after two months.
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.
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.
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: