Da Vinci Education
Singapore
Case Study: Digital Marketing
Overview
The Da Vinci Group (DVG) is a transformational educational enterprise that combines the collective specialties of neuroscience, psychology, cognitive science, arts, and education to revolutionize conventional teaching and learning methodologies.
They have stand-alone sessions for the schools to actively engage their children. They have categorized their services into four different program categories: NeuroJazz, NeuroTheatre, NeuroCeramics, NeuroBot. They also have a brand in the name KlayKit which sells neuroscience-based products for kids as retail.
The company’s major revenue was from the stand-alone programs which are signed up by schools. The majority of the clients are acquired through referrals or through personal selling.
Since the company wanted to grow its business, they wanted to promote their business online to generate more leads for their business. As the awareness of the services and their products are slim and the cost of their offerings is higher than their market substitutes, it’s difficult for the parents to sign up for the programs. We recommended having a strong digital presence as a first-place which is followed by content marketing and lead generation campaigns gradually.
Strategic Approach
Deliverables
To achieve the online business goals we have formulated a digital marketing strategy.
Objective: 500+ enrolments annually
Marketing Channels
Google Search, Google Display Network, Facebook, Instagram, and Email Marketing
Goals
- Increasing website traffic to 5000 unique visitors every month
- 50+ unique social media engagements with the Parents or School owners every month
- Social Media brand reach should be around 10,000 every month
- Increasing enrolments to 20-35 children every month
KPIs
- Increasing website traffic by 40% every 2 months
- Increasing social media engagement by 30% every 2 months
- Increasing enrolments by 5% every month
Marketing
Challenges Faced
There are numerous challenges that arise when promoting the brand to fulfill the marketing objectives. They are listed below.
- Since it’s a new brand and a new methodology in learning structure, It has become a difficult task to educate target audience about the brand and it’s unique services
- Gaining the target audience’s interest in DVG’s services and products has been slow because of lack of familiarity about the educational model they serve
- Initially, we focused on the awareness of the impact it brings to the life of the children, but the traditional model preferences from the audience segments has been a hurdle to penetrate
- In the first 6 months, the cost per customer acquisition is high, where the amount of marketing spend has been expensive
Performance Analysis
Google Analytics
Results
Business Growth
After executing the strategy to create a strong digital brand’s presence, the results were better than expected from all the digital marketing activities.
