[Case Study] How We Generated 400% ROI in One Month of Online Marketing for a Client from the Educational Sector

 Our agency recently came across a client from the education industry that wanted to bring us students within 30 days of online marketing. They neither had a website nor the brand value we could've leveraged.

Results - 400% ROI on the money we invested for our client. And this is how we achieved it with our digital marketing efforts.

 Challenge

If you've ever worked with any digital marketing agency, you might know that testing is key to the success of your campaign. For some products, one to two weeks of testing is enough, and for some, it might take more than a month to get enough data to analyze.

Testing brings us key metrics about the demographics we're targeting, the quality of our ads, and spills all the essential information about running a successful campaign.

So for us, the challenge was to convince the client to let us do testing before we can get the students to enroll in their classes. They basically missed the boat by not meeting us early in their yearly lifecycle.

It was time-sensitive as if we don't do advertising for them now, students will enroll somewhere else. So we took the challenge.

Challenge Accepted!

We did accept the challenge, and like every other campaign, everything was a blank canvas for us. We needed to test, but we want to convert while doing it.

HOW WE ACHIEVED IT?

We planed a SEMI-TESTING campaign. Something that brings us data and leads from students.

We did our major data collection offline by spending more time with the educational institute, their history and learning more about the students.

We wanted to know what challenges students are facing to select the perfect educational institute for them, to get necessary consultation from the institutes, and successfully enroll. In over 10 hours of our consultation with various teachers and owners of the institute, we identified several pain areas.

We zeroed down on two of them - In classroom experience and getting talented "teachers". We discussed several options with the Institute on creating the offer students can't resist, and they both solved their problems.

> SOLUTION A

We offered students discount on yearly enrolment as a scholarship, based on their grades or percentages of marks. This lucrative offer allowed students to get a bigger discount by earning bigger numbers in their prior exams. And it also helped the institute get a lot of high grader's.

So this was basically our Landing Page A

> SOLUTION B

We help institute create an in-class experience for a certain time, which students could learn for 100% free. Out of the 100 institutes they haven't seen they could experience this one first hand with faculty, facilities and most importantly the quality of education.

'In-class experience' became our Landing Page B

Results

These two solutions were basically key to this whole campaign and they let us A/B test two of the best offers in the city.

Next thing was the delivery of the campaign which we did through both Google Ads and Facebook Ads, and minor remarketing due to shorter time frames.

Results were impressive. Not just the above industry average click-through's but the leads were generated with a 7% conversion rate. As you can see in following conversion map, we were generating leads in all three phases of the campaign - Testing, Scaling and Remarketing.

Out of the 65 leads received institute were able to convert 9 of the students for their yearly enrolment.

These are not a huge number for total leads but for test/leads campaign, for a virtually non-existent brand online within 30 days, it's quite amazing.

For the client's spend of over Rs.50,000 on Ads (about USD 750) in the overall campaign plus another 750 in making their website, creatives, landing pages, and our management fees they spent about 1500 USD total.

We were able to generate a revenue of over Rs. INR 4,00,000 (USD 6000). which is four times as much from a small campaign! - 400% return on investment.

For our next campaigns, we are pushing the 10X budget, and there won't be any considerable setup charges, which will push more budget into advertising.

From the total campaign done by the institute (both traditional & online), we were able to bring 14% of students of the total enrolment. This year we're planning to bring 50% of the enrolment from digital marketing itself.

With enough time at our hands, leads conversion rate can be easily doubled. We're already working on their upcoming campaigns for other educational courses.

This was a great campaign for us as it taught us that you don't need to have a huge budget or need to run the campaign for a few months at least to get amazing results. With good strategy and its proper execution can reap you good benefits in no time.