Business situation: In early 2008, School ABC launched a new branding campaign that failed to generate leads. Media cost per leads, cost per enrolls and cost per starts were high and the largest lead source was PDLs and referrals. The marketing dollars being spent were not generating leads which contributed to the school not hitting target goals and lowering their return on investment. In the summer of 2008, School ABC brought in a new CEO. The CEO decided a change was needed to improve the performance of the marketing. During late summer/early fall 2008, Kelly/Brady was brought in to improve School ABC’s marketing performance.
The assessment: Kelly/Brady did a year-to-date data assessment comparing leads, starts and goals by media. The results reflected a high media cost per lead, cost per enrollment and cost per start. Kelly/Brady conducted test calls to see how leads were captured, tracked and distributed. The results concluded that no process was found to properly track, capture, distribute and enter the leads. Also, during the assessment creative was evaluated and found to lack proper messaging to yield cost-effective results. From these findings a strategic plan was put into place to help School ABC improve their return on investment. Get more information about Kelly/Brady Advertising Inc