Innova School | How we enhanced Lead Acquisition using audience tactics and communication rationale testing

Case

Innova Schools is a network of schools in Latin America recognized for its innovative educational approach. They focus on developing skills like critical thinking, creativity, and problem-solving while providing a learning environment tailored to the individual needs and pace of each student.

Goal

• Lower the cost per acquisition for each registration.
• Enhance the quality of registrations based on their proximity to the school locations.
• Increase the number of enrollments at one of the institution’s campuses.

Solution

1. Communication Rationale: Define message hypotheses based on insights into the needs, desires, and perceptions of the target audience.
2. Potential Universe and Channels: Choose paid media platforms based on the available potential audience and their location.
3. Audience Tactics: Implement audience flows (cold, warm, and hot), exclusions, and geolocation strategies.

Results

• The cost per registration was 14% lower than the brand average.
• Interactions with the brand’s ads increased by 20%.
• The conversion rate was 250% higher than average.