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ADVERTISING CASE STUDY:
BMW Dealer Franchise Stores

About our client.

This luxury vehicle dealer is a local BMW franchise with two stores in coastal communities in the Northeastern United States. 

 

Results
Client:              BMW Franchise Dealer Stores.
Location:          Northeast, United States.
Industry:          Automotive.
Time  Frame:    Annual Campaign.

SCHOOL ENROLLMENT GOAL

CAMPAIGN ATTENTION

FULL CLASSROOMS

OPEN ENROLLMENT RERIOD

23,157

EMAILS OPENED AND READ

RETURN ON AD SPEND

$1.53

COST PER CLICK

Services used:

Permission-Based Email Marketing,

Retargeting Display Ads,

Sales Matchback.

We have decided to dominate and own our local franchise market, how do we get there?

"Our STEM/Charter school had empty classroom seats; this was a recurring problem for us. Open seats are critical, lost opportunities to grow our school. We had to move fast in a concise open enrollment window that only occurs a few times annually. 

We must notify parents/families of the details during open enrollment periods. We were looking for additional marketing channels that are cost-effective for us to bolster what we were already doing to drive attention to attract new students."

Our agency recommended the road less taken by their competition.

Before we recommended the tactical execution of any strategy or budget, we pulled a count from our proprietary database audience by demographics and zip code. The counts matched the target households that the School needed to reach.

The counts looked strong to reach adults that had children present in their homes, ages 9 -11. This gave us the confidence to push this strategy forward with the client. We recommend a total of 14 zip codes that are in a tight radius of the two school locations. 

1

Dealers value most Auto Intenders, those open to influence now.

2

Your chosen channel strategy is important, but how you use it makes all the difference.

This looks like a small thing, but it is a big thing. Many businesses get this very wrong with email marketing.

 

We designed two custom HTML email blast creative pieces for each school to communicate all the details of their open enrollments and when Open House Tours would be available for the families.

 

We crafted their subject line to create excitement about open enrollment and included their video to help drive the message home emotionally.

3

Got the word out fast with repetition.

This is where creative strategy meets with just enough message repetition to get attention without being annoying. 

 

Over the four weeks of the open enrollment campaign, we sent out five email blasts of 25,000 each time for 125,000 email sends.

 

Each school's target market was the focus with the intent of reinforcing, with repetition, the core message that open enrollment was here for great school choices for the parent's children.   

So given what you have just read, do you feel that your current marketing team and resources are fully aligned with your business objectives? Where do you see disconnects or areas for improvement?   

Results that put students

in open classrooms.

1-Month marketing campaign.

23,157

EMAILS OPENED AND READ.

1,867

CLICKS TO OPEN ENROLLMENT LANDING PAGE AND OPEN HOUSE INFO.

$1.58

RETURN ON AD SPEND COST PER CLICK.

FULL

CLASS

ROOMS

MET THEIR OPEN ENROLLMENT GOAL.

This campaign put butts in seats. Your agency allowed us to specifically target the parents of families with school-age kids in the household. This email marketing tactic was delivered to our school when we needed it. It is 'our new go-to strategy' because it puts new students in our classrooms when we have open seats.

-Admissions Director

Colorado STEM/Charter Middle School

Are open classroom seats weighing on your mind? We might be able to help.

If the next step is a discussion,

then choose your preferred means.

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