ABOUT THE PROJECT
Logiscool is an initiative started in 2014 with the aim of providing a chance to 6-18-year-olds to learn to programme while having fun. To reach the target group of Logiscool, the organization commissioned us with the planning and execution of their fall campaign 2015.
The goal was to increase the number of enrolments for all 3 types of courses and convince pupils to register for an open-day at Logiscool. The biggest challenge we faced was posed by the fact that the 21 schools which hosted the informatics courses were scattered all around the country. Therefore, precise geographical segmentation had to take place before we could start working on our strategy. A further challenge was that we had to address parents, instead of children.
We had two goals in mind when we started planning the campaign. Firstly, we wanted to increase the number of enrollments on the client’s website. Secondly, we wanted to convince unsure and hesitant students to sign up for an open day. Therefore, our choice to launch a Google AdWords campaign featuring search and display ads – was a clear one.
While the campaign was running it was necessary to monitor and optimize it every day with the implementation of data gathered with Google Analytics. Accordingly, we changed and updated advertisements daily.
The campaign was exceptionally successful thanks to accurate planning and because we managed to constantly integrate our former experiences into our strategy. Accordingly, we hit our targets and reached a significant rise in the number of enrollments and registrations for Logiscool.
Logiscool reached nearly 1000 enrollments thanks to our campaigns. In addition, we also reduced expenses significantly as every enrollment cost only a mere 3% of last year’s price. The second goal was also reached over 400 pupils registered for an open day. Therefore, both in terms of enrollments and registrations, we’ve surpassed last year’s results, with a conversion averaging around 20% of last year’s costs and the campaign reached around 16 million people overall.