MARKETING
Stay Alive
How we took an ed-tech
company out of crisis and
achieved a conversion
rate of 10%

CLIENT.


In June 2021 we managed to work on an interesting project - we literally changed the lives of students from Kazakhstan and Uzbekistan. The client is a consulting agency, which sends young people to study in China, Czech Republic, Malaysia, UAE and Russia.


The agency had a good starting position: grants from state educational programs in China and Turkey. The agency also cooperated with the Ministry of Education in Uzbekistan.


The company contacted our agency on its own. At the meeting, the owner firmly stated his goals: to attract the maximum number of applicants to study abroad.

HOW IT WAS BEFORE US.


When we started work, we realized that it would not be easy. The agency had just emerged from the crisis - the long period of self-isolation in Uzbekistan and Kazakhstan had ended. Business, like for many others, was not going very well. The company needed an influx of new clients to stay afloat.


Baseline:


  • Target was only launched to promote publications on Instagram and Facebook*.
  • The agency's website did not record the work of conversions, and, accordingly, no work with traffic was put in place.
  • All the potential clients submitted applications through direct, without the possibility to make an appointment with a representative.

The result was inconvenient for everyone.

Both clients, managers and the owner.


THE BEGINNING OF WORK.


The first thing we did was to fine-tune the agency's site and prepare it for receiving traffic.


  • We set up the analytics.
  • We installed the pixel.
  • We launched the trial advertising campaigns for conversion and attracting leads.

We decided to do it the standard way: we set up the site and directed the traffic for conversions from Meta* sites. We decided to work by the CBO strategy, then we chose the "Conversion" and "Direct messages" goals.


We divided the potential audience into 3 parts:


  • Broad, ages 18 to 24.
  • Students 18-24 years old with interests related to the country where admission was offered.
  • Parents of applicants. This audience brought a small but steady conversion rate to applications.

The applications were collected through Bitrix24 in a separate document. The managers used it to call the customers and divide them into groups.


WHAT HAPPENED?


In three months we executed more than 10 ad campaigns. We tested and found different combinations, tried combining creatives and texts.

Examples of texts

RESULT.


  • 700 applications,
  • 70 closed sales,
  • 72 students went abroad.

The sales conversion was 10%, recouping the investment in advertising.

This is what success looks like

The owner of the agency was satisfied with the work done and signed an agreement with us to continue cooperation. We met our budget, the agency received new clients, and there was activity on our social media pages.


We continued to work with this agency. These advertising campaigns are part of a larger joint effort. But more about that later.


The project was worked on:

Marat Aksanov


* Meta, which owns Instagram, is recognized as an extremist organization in the Russian Federation.