Project: Increasing Enrolment for Australian Owner Manager Program for 2020
- Clare Thorn
- Oct 24, 2021
- 2 min read
Updated: Dec 13, 2021
Overview
Client: Australian Owner Manager [Website] [YouTube] [Facebook] [LinkedIn]
This was the first full-scale campaign I orchestrated during my time with Australian Owner Manager [AOM] as the Marketing Coordinator and Event Planner. From the start, I noticed excellent potential with the number of happy customers willing to talk on camera about the positive experiences with the program. Photographs of real people and customers always trump stock photos in terms of positive responses from the audience and digital algorithms. Initially, I worked in conjunction with a photographer and videographer to create content. I then optimised it for social media, eDMs, brochures, websites etc. This campaign ran over 3 months leading up to the program's start date.
Campaign Goals
Fill 12-15 spots in the educational program
Cost per student acquisition $1000
Have a list of hot to warm leads for future programs
Target audience & customer insights
Small to medium-sized privately owned Australian businesses
Business owners searching for business education/ MBA
NAB business customers (these customers receive a subsidy through NAB)
Overwhelmed and busy business owners looking for support and networking
The target market primarily uses Facebook and LinkedIn for social media
Searching for business education on Google
Word of mouth is also incredibly important to build credibility
Concern about cost vs reward
Strategy
Select a few likeable past participants to be the face of the campaign
Interview, film participants reviewing the course, cut down for social media
Leverage partners (NAB Bank, Deloitte, Mapien, Ice House) to build credibility
Optimise website content to maximise SEO and SEM spend
Easy to book a phone consult
Easy to join the mailing list
Revise ad photo and copy regularly to test what mix is most effective
Online media mix selection and budgeting
Budget of $1000/student acquisition
LinkedIn and Facebook Ads spending roughly $100-$200/ per week
Database purchase for ‘Private Owner Businesses in Australia’ sent physical mailout with a brochure and cover letter
eDM’s to the current database with news of new dates
eDM’s to partners databases
Minimal Google Ad Words advertising
Media schedule and campaign integration
Social media campaign throughout - reviewing by weekly until high performing
eDM’s throughout to databases internal and external
Database mailout towards the end of the campaign
Google Ads used as a trial throughout the campaign
Once potential leads made contact it was up to the program director to contact and follow up with the client at regular intervals
Campaign results
👍🏻14 spots were filled for the Queensland 2020 program
👍🏻Close/ under budget of $14,000
👍🏻Leads for near future courses were in the funnel/database
👍🏻Leads in the database for expansion into other states
Post campaign review
Overall this was a successful campaign. The program was full and was completed under the $14,000 budget. Luckily, AOM has a significant group of former participants that are willing to be filmed, photographed and quoted for authentic content. These were invaluable, to build trust with the target audience and promote the program in an authentic way.
I think perhaps the use of Google Ad Words could have been used more effectively but at this time and the business owner did not have much experience with them. After completing the Digital Marketing Course by Google I can see that we would have seen even greater success by using Search Engine Marketing.
Skills | Technology |
|---|---|
Research Campaign planning Strategy Budget/ financial management Customer journey planning Return on investment reporting Graphic design & video editing eDM and HTML design | Facebook & LinkedIn Hubspot Photoshop Premier Pro Excel Bitly Tracking |
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