Splash International

By streamlining marketing activities, we supported the acquisition of new students at Splash International by 36 %.

Assignment

Intensive marketing communication from direct competition during the pre-registration period for students for the new 2022/2023 school year, which the client perceived as a threat and felt the need to respond to.

Challenges

• identification of target groups and key values ​​in a segment operating in longer-term periods of time
• creation and implementation of a fast and consistent marketing plan and financially affordable solutions
• implementation of marketing campaigns in a short time frame

_Procedure

• Introductory meeting

For the needs of creating long-term marketing communication with the aim of maximizing the client’s experience and the quality of their services, we agreed on a comprehensive analysis at the beginning of our cooperation.

• Analysis and preparation of business fundamentals:

• Business model review
• SWOT analysis – analysis of internal and external opportunities
• Design of TOWS strategies
• Creating a financial plan
• Development of identity value pillars, USP and CVP
• Marketing plan proposal

These strategic outputs created the foundation for a deeper meaning of marketing activities in the client’s business context.

• Preparation and implementation of the Early Bird campaign in the pre-registration period 2/2022 – 3/2022:

• Reporting on Early Bird campaign performance
• Creation of a new microsite with improved design and content
• Creating blog articles
• Creation of graphic outputs
• Setting up and launching high-performance Early Bird campaigns
• Optimizing performance Early Bird campaigns

The campaign communicated values ​​and a unique selling point and was launched at a time when competitors already had comprehensive marketing activities underway. It showed us how long the customer buying cycle takes and that such campaigns without support and long-term brand awareness building bring worse results. However, the school’s capacities were still filled.

• Campaign implementation during the regular registration period 3/2022 – 4/2022:

• Implementation of performance campaigns
• Optimizing performance campaigns
• Campaign performance reporting

We launched all performance campaigns on the Google and Facebook platforms and targeted a website that communicated a unique selling point and reflected the needs of the target group.

• Further cooperation

Forecasts and hypotheses were confirmed by the results of the implemented campaigns. The client’s marketing must be based on long-term brand building and interesting content, through which it can deliver value to the relevant target group even in periods that are not crucial for its decision-making.