How to sell out completely
The Doppio Diploma story
How do you win qualified leads at the lowest possible acquisition cost?
The client needed to give the programme greater visibility and, at the same time, to encourage its buyer personas (students aged 13 to 17, and their parents) to sign up for the free open days (around 8 events each year) to get information and the chance to register for an initial entry test, leading to enrolment on the study programme.
LANDING PAGE
LEAD GENERATION
MORE ENROLMENTS
Who is Doppio Diploma?
Mater Academy – Doppio Diploma™ is the online study programme that allows Italian secondary school students to earn a US High School Diploma alongside their Italian one.
The challenge
Not simply winning new qualified leads; the bigger challenge was winning them at the lowest possible acquisition cost.
The second challenge was training the client in the use of digital marketing tools, so that traditional communication could be backed up by digital support.
Understanding how digital works makes it possible to take strategic decisions that serve the business. Thanks to our programme of support and training, the client can continue to look after its organic activity more knowledgeably while the agency works towards the objective through the set-up and optimisation of paid Google and social campaigns.
The solution we found
Our strategy involved several stages of work:
- a meeting with the client and information gathering to understand the real requirements and the business objectives;
- defining the communication strategy;
- defining the structure of a dedicated landing page through UX design work;
- creating SEO-optimised visual and written content;
- developing and launching the landing page;
- creating and optimising Google and social campaigns to drive targeted traffic to the landing page;
- monitoring and periodic optimisation of the campaigns;
- producing periodic reporting to share with the client.
Results achieved
Taking February to June 2022 as the reference period, the paid campaigns running on Google and Facebook to drive sign-ups for the summer 2022 open days produced very satisfying numbers — enough to sell out completely:
- 427 leads from the lead form running on Facebook;
- 367 contact form submissions on the landing page (231 from Google campaigns, 43 from Facebook campaigns and 93 from organic and referral traffic);
- CPL (cost per lead) = €3.83;
- +50% visits to the Facebook page compared with the previous 4 months;
- +32% likes on the Facebook page compared with the previous 4 months > an indirect effect of the Facebook campaigns which, although not aimed at page engagement, generated considerable interest;
- +92% users on the landing page;
- 96 newsletter sign-ups on the site;
- 244 registrations for the entry test.
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The numbers behind this project
- 427 leads from the Facebook lead form, at a cost per lead of €3.83
- +50% visits to the Facebook page, +92% users on the landing page
Success Stories
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