Social Media Campaign

Case Study

Convenience equals to Customers

Introduction

This case study showcases the remarkable digital marketing campaign executed by The Brainiac Trend, a leading digital marketing company, for an IGCSE school with a dual business model of on-campus schooling and online schooling in the GCC region. The campaign aimed to stabilize the school’s social media presence, increase engagement, and drive admissions for both models. The highlights of the campaign outline the strategies implemented by The Brainiac Trend, the challenges encountered, and the transformative impact on the client’s business.

Objectives

  • Establish a unified and compelling brand image across social media platforms.
  • Segregate the marketing approach for on-campus schooling and online schooling.
  • Improve response and engagement through lead ads.
  • Optimize communication channels by shifting focus to WhatsApp
  • Simplify the parent-school interaction process and convert conversations into admissions.

Strategy

The Brainiac Trend developed a comprehensive digital marketing strategy to meet the client’s objectives:

1

Stabilizing Social Media Presence and Brand Image:

To amplify the brand image, The Brainiac Trend focused on stabilizing the school’s social media presence. They implemented a unified theme across platforms, ensuring consistent branding and messaging. This approach created a strong visual identity for the school and increased brand recognition.

2

Segregated Marketing Approach for Dual Business Models:

Recognizing the need to cater to two different business models (on-campus schooling and online schooling), The Brainiac Trend adopted a segregated marketing approach. They created distinct content and messaging for each model, highlighting the unique features and benefits offered to students and parents.

3

Lead Ads for Increased Response:

To generate leads and drive engagement, The Brainiac Trend utilized lead ads. By targeting the relevant audience and offering enticing incentives, they successfully captured the attention of prospective parents. However, there was still room for improvement in terms of cost per result.

4

Shifting Focus to WhatsApp for Enhanced Engagement:

Observing the increasing adaptability of parents to communicate via WhatsApp, The Brainiac Trend made a strategic shift in the campaign. They brought all results to WhatsApp, facilitating easier and more convenient communication between parents and the school. This approach significantly improved response rates and engagement.

5

Simplifying Parent-School Interaction Process:

By leveraging WhatsApp as the primary communication channel, The Brainiac Trend simplified the parent-school interaction process. Parents found it easier to approach the school on their own terms and engage in meaningful conversations. The school, in turn, could promptly address any queries or concerns, ultimately converting conversations into admissions.

Results

The digital marketing campaign executed by The Brainiac Trend yielded exceptional results for the client:

Increased Engagement and Admissions:

The shift to WhatsApp as the primary communication channel resulted in a significant boost in engagement and admissions. Parents found the new approach more convenient, leading to meaningful conversations that translated into enrollments for both on-campus schooling and online schooling.

Optimized Cost per Result:

By fine-tuning the campaign and focusing on WhatsApp as the primary channel, The Brainiac Trend achieved an optimized cost per result. The more targeted and streamlined communication approach helped lower acquisition costs while driving favorable outcomes.

Consistent Success in Two Business Models:

The strategies implemented by The Brainiac Trend resonated equally well with parents in Pakistan (for on-campus schooling) and parents in the GCC region (for online schooling). The campaign successfully positioned the client as an appealing choice for both models, resulting in sustained success and growth.

Conclusion

The Brainiac Trend’s digital marketing campaign revolutionized the social media engagement for the IGCSE school, effectively managing two distinct business models through a single social media account. By stabilizing the school’s social media presence, segregating marketing approaches, optimizing communication channels, and simplifying the parent-school interaction process, the campaign achieved remarkable results. The increased engagement, admissions, and optimized cost per result attest to the transformative power of digital marketing in the education sector.