Multi-phase Marketing Plan Drives Leads And Brand Engagement

• Improve user experience online
• Enhance social presence and engagement
• Generate more high-quality leads

Goals

• Engagement with more students, specifically from nearby colleges that would be interested in summer classes
• Engagement with website, specifically summer transient program pages
• Engagement with social media

A multi-phase marketing plan was determined to be the solution. Our digital experts developed a three-phase program designed to give the firm a solid branding foundation to build upon, generate quality leads and enhance their social presence:

• Rebuild the client’s website from the foundation up, creating a mobile responsive site that improves user experience
• Implement a paid search campaign (SEM) by establishing effective keywords, reaching a relevant geo-targeted audience

Developing quality content for social engagement was part of the multi-phase marketing plan. We created engaging, informative articles and social posts for their Facebook page that focused on their areas of expertise

• SEM campaign conversions surpassed the industry average within the legal category by 137%
• Leads increased by 80% and they saw 104% conversion growth in the first three months
• Cost per lead decreased 34% from the first three months versus the most recent three months
• Facebook generated reactions, shares and high engagement rates of 10% – 12%
• Sponsor posts and content on Advance’s site received 1,200 article page visits and 92% engagement rate