The client was offering a high quality education product but didn’t have the resources in-house to market and package it well.
Problem areas identified included:
- A single webpage about the product hosted on an unrelated website
- Confusing brand name, logo, and other imagery
- Poorly formated promotional material
- Unattractive, hard-to-navigate, error-ridden intranet for enrolled students
- Poorly performing advertising
Steps I took to fix these problem areas:
- Constructed a business and marketing plan by answering questions such as:
- Who is the target market?
- What do they want?
- What do we have to offer them?
- Why would they choose us over a competitor?
- What questions do they want answered before they will committ?
- What kinds of advertising would reach them?
- Renamed the product with a simple, descriptive name
- Created logo
- Built an independent website for the product and optimised it for search engines (and later, redeveloped the student intranet)
- Wrote completely fresh content for the website with a focus on the target market: prospective students
- Wrote a long copy print advertisement (200 words)
- Tested several variations of the print advertisement over a 6 month period to determine the best headline, body copy, and call to action
- Tested various advertising mediums such as radio, daily newspapers, community newspapers, internet advertising (google adwords)
- Measured the response. Made incremental improvements.
150% increase in Enrolments over time:
78% Decrease in Cost Per Enquiry over time: