Data-Driven Marketing Plan Brief for Revenue Growth

Offline Marketing StrategyDigital Marketing Strategy

Mar 1

Project Overview

In 2022, ILC aims to build on past successes and drive substantial growth in enrolments and brand presence. By leveraging data trends and refining our marketing strategies, we are set to achieve our ambitious goals for the year.

Brief Content

1. Figures and Enrolments Trend

Enrolment figures from 2018 to 2021 show a steady increase. For 2022, the goal is a 20% rise in Adult Classes enrolments, targeting 128 for Semester 1 and 145 for Semester 2, with a focus on exceeding these targets.

2. Goals for 2022

Increase Enrolments: Achieve a 20% increase in Adult Classes for both semesters.
Optimize Marketing: Use a balanced approach of paid and organic strategies.
Improve Promotions: Refine tactics based on previous years’ data.

3. Proposed Strategy

Digital Marketing: Allocate $2,000 for Google Ads, $750 for Brisbane News ads, and continue free email campaigns and SEO.
Traditional Marketing: Conduct a letterbox drop and leverage local news.
Organic Marketing: Engage through email lists, social media, and blog content.

4. Proposed Calendar

Dec 2021: Launch Summer Classes; conclude current sessions.
Jan 2022: Enrolment deadline for Semester 2 Adult Classes.
Feb 2022: Start Semester 2, 2022.
Oct 2022: Launch Summer Classes for 2023.
Nov 2022: Launch Adult Classes for Semester 1, 2023.
Dec 2022: Final push for enrolments with Christmas promotions.

5. Promotion Recommendation

Early Bird Discounts: Offer rates of $350 or $400 (with textbook) from Nov 24 to Dec 8.
Events: Host Wine & Cheese on Nov 5 and CENA DI FINE SEMESTRE on Dec 3.
Advertising Mix: Use targeted Facebook Ads and Google Ads, supported by organic email and social media efforts.

6. Events

Wine & Cheese (Nov 5, 2022): Network with prospective students and promote offerings.
CENA DI FINE SEMESTRE (Dec 3, 2022): Celebrate the end of the semester and promote future courses.

c. Conversion:

At this juncture, two possible outcomes unfold, funnelling users into three distinct segments for targeted outreach:

Individuals accepting the limited-time offer on the landing page transition from warm leads to becoming clients.
Those not availing of the offer remain within the warm leads segment of the company's CRM.

4. Email Marketing

Tailored content addressing the unique buyer's journey stage is channelled to each segment, aiming for specific objectives:

Segment 1 - Warm Leads:
- Focusing on future conversion by delivering valuable content to maintain top-of-mind awareness.
Segment 2 - Clients:
- Nurturing loyalty by providing enriching content and exclusive benefits.

5. Retargeting Campaign

The retargeting campaign involves repurposing the sign-up funnel to engage with a targeted audience. This audience comprises those who have visited the website or page but haven't completed the sign-up process yet. This initiative aims to re-engage and encourage them to take the next step towards conversion.

Education / Culture

Annalisa Virduzzo

I am a passionate explorer with a love for sustainable travel, outdoor adventures, and connecting with people from all walks of life. Growing up travelling across Europe with my family and later embracing the backpacker lifestyle in Australia, I developed a deep appreciation for diverse cultures and experiences. With a curious spirit and a heart for discovery, I find joy in exploring the world and the great outdoors, whether it's hiking, rock climbing, kayaking, savouring delicious food, or simply enjoying the beauty of each moment. My travels continue to fuel my passion for learning and sharing the stories that bring people and places together.