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Digital Targeting Case Studies
Higher Level Educational Institution – Student Recruitment Marketing
Challenge
Similar to most educational institutions, there were a multitude of issues that needed to be addressed. First, how to best identify and target the institutions ideal student, online. Second, how to encourage the ideal student to reach out and inquire about the institutions’ offerings. Third, how to best handle the inquiry from the ideal student; both on the phone and electronically. Fourth, how to best provide just enough information to the ideal student, in order to make them feel comfortable with the institution enough to engage in the admissions process. Fifth, if “now” is not the right time for the ideal student what are the best ways to stay in touch with them, however long that time period may be, so that the prospective student thinks of the institution first; when they are ready. Finally, how best to achieve all of these equally important components as quickly and efficiently as possible; with the end result being a lower cost per enrollment and a better experience for everyone involved in the process.
Idea
Create a targeted online marketing initiative utilizing multiple digital platforms including but not limited to: Pay Per Click, with a focus on less expensive long tailed key words, understanding the value of Pay Per Click Bid Strategy and implementing it accordingly, Behavior Targeted Display Ads, Post Search Re Targeting Display Ads, Retargeting Display Ads, Dynamic Landing Pages, Dynamic Phone Numbers- drilled down to the key word that created the phone call, finally the utilization of conversion pixels to ensure absolute tracking of all the matriculation steps for all inquiries and non inquires to continually optimize the campaign.
Provided training for all levels of the organization, including the receptionist, admissions counselors, and financial aid officers. Collaborated with the staff, to create a “Best Practices” platform at each touch point, from the initial phone call or email inquiry through the enrollment; to ensure the best possible experience and highest conversion rates through the matriculation process. Implemented a proprietary prospective student tracking software; which accounted for every possible path they could take and ensuring, no prospect left behind philosophy.
Results
After 45 days, lowered the overall marketing costs by 35%, increased online conversion rates exponentially, and most importantly increased enrollment by Eight Fold.
Financial Institution – Marketing
Challenge
With a recent rebranding and focus, what was the best way to reach out to their new audience and make them aware of the organizations’ offerings?
Idea
Through significant marketing research, we established the ideal client profiles for the “New Institution”; and established a multi facetted, targeted marketing plan, with milestones and accountability at every step to ensure a maximum Return On Investment.
Results
Exceeded the clients expectations, with triple digit quarter over quarter increases in all targeted product lines and new client acquisition.
Public Agency – Community Awareness
Challenge
How to best notify the diverse population of consumers and business owners, which makes up the LA City of today; about the Plastic Bag Ban.
Idea
The residents of LA City have high digital expectations. While the current city website was working, the city acknowledged the need for a more seamless, engaging, retail like experience. So we designed lacitybag.com, by creating a look and feel that was unique to the LA City Plastic Bag Ban awareness initiative. This site anticipates customer needs, at a very personalized level and is a key source for information and self-expression.
Results
Eight weeks after launch, a majority of the resident and business population had been notified of the new plastic bag ban; through a seamlessly implemented digital marketing campaign, across all device types. Additionally, allowing everyone the opportunity to “Express Themselves”, via the public blog on the site, minimized complaints. This site will indefinitely continue to be a valuable resource and communication platform between the City of Los Angeles and the residents/business owners, of the new cleaner LA.
Health Care Facility
Challenge
Their current website traffic had been slowly declining year over year and the inquires for an elective surgery were not the ideal clients.
Idea
Develop a targeted online marketing effort utilizing behavior targeted display ads, across all ad networks and social media outlets. Collaborated with the client to establish the profile of the ideal prospect to reach out to and established data points to be monitored accordingly to refine the profile over time. Created and developed multiple landing pages designed specifically for each prospect to ensure a maximum conversion rate.
Results
Bottom-line: increased “Quality” web traffic 115% within 60 days. The $15,000 investment by the client yielded $250,000 in gross sales in the first 60 days and eventually in excess of $500,000 after 6 months, from this one focused 90-day marketing campaign.