About the client
The client is a regional leader in culinary education, with internationally recognised programmes. It offers theoretical and practical diploma programmes across a range of culinary disciplines, with classroom tutorials from industry leaders and on-the-job training at recognised restaurants in Singapore. It also runs public workshops for families, young children and beginner chefs.
The challenge
The client’s key target was registrations for its quarterly diploma intakes. When the pandemic stopped open houses and career fairs, registrations fell. The traditional in-person outreach that had filled the classes was no longer possible, so the client needed to move it online and reach prospective students across more than one market.
What we did
Our objectives were to move outreach online, run targeted lead generation campaigns that reached several markets in the region, and use performance marketing to segment audiences more precisely, so that leads were both more efficient to win and more likely to register.
Paid advertising. We improved the client’s search engine marketing and social media strategy to bring in more traffic, build awareness and generate leads for the sales team.
Tracking and automation. We monitored website visits, form submissions and other interactions, and scored each lead by engagement and fit for the programmes. Targeted emails were then sent according to lead score and interest. The scoring made the sales process easier.
Reporting. The client received data on campaign reach and impressions, clicks and traffic, enquiries, cost per lead, the spread of lead scores, conversion to enrolment, and how quickly leads moved through the sales pipeline.
Results
Over three months:
- website traffic increased 41%;
- conversion rate increased 53%.
Results in context
The campaign ran for three months, in the period after in-person open houses and career fairs were no longer possible. The two figures are percentage changes: one in website traffic, and one in conversion rate, which we measured on the interactions we tracked, such as form submissions.
For a school that fills its classes through quarterly diploma intakes, the conversion rate is the figure that matters most. More visitors only help if more of them go on to enquire and register, and the scoring of leads by engagement and fit was designed to help the sales team follow up the most likely students first.
The source does not give the starting figures, the exact dates, or the period each change is compared with, so we show percentage changes only and no absolute numbers.
Key takeaways
- Online lead generation can replace events that cannot happen in person, if the follow-up is as good as the ad.
- Lead scoring helps admissions teams talk first to the people most likely to enrol.
- Targeting more than one market at once widens the pool of qualified students.
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