How a 40-year old marketing campaign helped us

Our client, Provost Academy, was struggling to separate themselves from the competition when they came to us for assistance -- and it was already late in the recruiting season for virtual schools (June). So, we had to move quickly yet efficiently to re-imagine their strategy, and develop assets to implement the campaign to help them achieve their goals.

Before we dove into landing page development, SEO/SEM campaigns, and overall strategic marketing development, we had to figure out how to position them in the market that would separate them from other virtual schools.

Virtual schools (e-schools, cyber schools) tend to all look alike with one of the key issues being socialization (or lack thereof). Provost, on the other hand, wanted to build a school that was bridged the divide between online and together. They desired to bring students together on a regular basis, and move beyond the typical field trips and online clubs in order to allow their students opportunities to connect.

Now, how to convey that story? We found the solution to that question in a campaign that was over 40-years old. In fact, it's story was similar to ours. One of the greatest marketing campaigns of all time was the 7-UP campaign that turned it into the UnCola. It was so successful because it positioned 7-UP as the anti-Coke and anti-Pepsi, who were both vying for market share. So, instead of competing directly with them and trying to look like them, 7-UP became the UnCola.

Could we do the same with Provost? Thanks to 7-UP we did. Provost Academy became the UnVirtual Online School. In doing so it caught the attention of parents and students seeking an alternative to the current type of virtual school, and our results exceeded even our expectations.

The landing page we designed for them saw a 65% increase in lead capture the first month alone, and we outperformed previous the previous year by over 200% in lead generation.

In South Carolina they raised the enrollment goals in mid-stream due to the increase in leads and enrollment, and we still met them by the end of October.

In Colorado they had their first wait list of students in the history of the school.

In Ohio where enrollment growth in charter schools and e-schools was a meek .5% for the year, Provost achieved double-digit growth.

They say the best idea is a borrowed idea. If you are stuck today and seeking inspiration for your marketing campaign sometimes looking back over 40 years can lead to something new today.

If we can be of help to you with marketing strategies, web site/landing page design, and/or SEO/SEM campaigns, don't hesitate to contact us today.

houston@figment-consulting.com

FIGMENT Consulting
Data driven. Imagination crafted.

Are you selling or are they buying?

If you concentrate your time and energy on selling features and benefits, you are missing the point. Features and benefits meet the needs of your customers, but what they want to buy are not needs, they want to buy . . . Wants (and the emotions that come with them).

Spend your time on selling and you will miss the buying going on around you. Spend your time on buying, and your sales will increase.

Help people buy what they Want, and you will sell them what they Need.

houston@figment-consulting.com

When virtual school families experience buyer's remorse

Many virtual schools utilize email nurturing campaigns, or behavioral campaigns, to help move new leads toward purchases (or enrollments when it comes to virtual schools). The level of sophistication associated with these campaigns is astounding. Thousands, even millions, of dollars are spent on these campaign efforts to increase conversion rates for new students.

And when the new leads convert?  -- the sound of silence occurs. It could be weeks or even months before families hear from the schools. And when they do it is typically school-related information provided to families in a cold, dry manner - meant to inform not to inspire.

Retention rates at virtual schools are astoundingly low heading into the academic year because so many of these schools forget there are two "buying" seasons. First, the new family goes through the initial decision process -- to enroll or not to enroll? Once they do commit, the new family then undertakes an entirely different route centered on the concept of remorse, specifically buyer's remorse.

Virtual schools that understand this, and truly care about their new families, will not only conduct a nurturing campaign to convert to enrollment, but they will also conduct one that helps families overcome their remorse in "buying" the virtual school. And remember, with virtual schools being free (tuition-free) it is much easier for families to step away from their recent decision.

The first step in developing a buyer's remorse nurturing campaign is to understand the key fears families go through when experiencing this remorse.

Do you know them? If not, don't start your nurturing campaign just yet or else it will be a waste of time and money.

houston@figment-consulting.com