Kumon has a history of advertising via traditional media for their marketing initiatives. They run a unique tactical marketing initiative: they offer trial class sign-ups within a very short time frame. Timing is therefore critical for any marketing initiative – they do not have the luxury of “waiting” for results from their marketing initiatives in order to make business decisions. Due to the growing costs of print advertising and a decision to shift their target market, they decided to place more emphasis on the digital platform.
VISIBILITI did a full requirement study in order to identify the crucial points and objectives to be met for Kumon.
We first worked out, in numbers, what it will take to achieve the objectives they wanted. We then implemented a customized multi-channel marketing campaign on three platforms: Google Display, Google Search and Facebook.
In 3 weeks’, we exceeded the KPI by more than 200% as we were able to instantly track, analyze the profiles and immediately manipulate the budget allocation for optimal performance.
1. Met the KPI of 1,000 sign up in 1.5 weeks time out of 3 weeks
2. Cost per sign up are now totally transparent and reduced
3. Exceeded KPI by more than 200% in 3 weeks timeframe