Cases PP Marketing

Business school Matena

Matena - international business school of leadership and professional development.

Various high-value educational programs are available to enhance the qualifications and leadership skills of business owners and top managers. The courses involve international partners - lecturers from Harvard and ESMT Berlin, as well as instructors from Armenia.

Goal:

Attracting potential students to register for business education programs.

Tasks:

  1. Attracting the maximum number of relevant leads through Facebook.
  2. Creating a high-converting landing page.
  3. Gathering semantics and launching targeted advertising campaigns.
  4. Testing hypotheses with variations of advertising campaigns.
  5. Collecting applications through a registration lead form.

Project specifics:

  1. The client tasked our team with attracting a narrow, financially capable multinational audience.
  2. Promotion was required for lesser-known high-ticket educational products.
  3. A multi-tier approval system for published materials due to the presence of international partners, whose input needed consideration for each advertising campaign.

Results achieved in 6 months:

  • Gathered 849 leads for a product priced over $5k
  • Increased campaign CTR by 5.5 times from 0.44% to 2.53%
  • Secured 1124 registrations for 3 events with a 65% attendance rate

Here's how we did it:

  1. Updated the website and Instagram/Facebook pages.
  2. Conducted a competitive analysis of the business education sector in the Armenia region and neighboring countries to form primary hypotheses.
  3. Identified 5 distinct audiences with minimal overlap. Used appropriate messaging in creatives for each audience in different languages.
  4. Developed creative sets in 3 languages for multi-testing and selected the most effective ones.
  5. Launched Facebook Ads aimed at lead generation. Included mandatory form fields to prevent accidental autofill and reduce non-targeted inquiries.
  6. Tested hypotheses about the effectiveness of directing traffic to lead forms, landing pages, direct community engagement in Instagram, and Facebook.
  7. Post the test phase, within 3 weeks, relying on Meta Business analytics data, identified the working ad creatives and target audiences. Allocated traffic between the landing page and lead form.
  8. Worked on the semantic core related to education, business, and the interests of company executives. Used this semantic data to collect advertising creatives for launching new campaigns.
  9. Developed an adapted email strategy for lead nurturing.

Conclusions:

  1. With a narrow audience, regular monitoring of the targeting advertising campaign is necessary: noting changes in audience behavior, identifying true interests, to accurately adjust and direct traffic.
  2. Launching a dozen creatives to test hypotheses with small budgets helps determine the future campaign strategy. The more advertising campaigns for A/B testing, the higher the probability of determining the scaling direction.
  3. It's crucial to identify specific USPs (Unique Selling Propositions) that distinguish you from competitors. To do this, market analysis and analysis of competitors' advertisements are necessary.
  4. Changing creatives with a narrow audience is necessary with a defined regularity. When the audience becomes oversaturated, the ad frequency noticeably increases, leading to a significant increase in cost per lead, while the lead quality leaves much to be desired.
  5. The collaboration of a team of specialists helps achieve set goals more rapidly. Lead generation from targeting, prompt contact processing, email marketing, call center work, and nurturing activities - it's the combination that delivers results.