Certificate in Digital Marketing: Tripling the original goal in Lead Generation 🎓
When Performance Marketing achieves
Lead goal +300%
+30%
Qualified Lead
+26%
Revenue
660%
ROAS
2 Awards
Certificate in Digital Marketing by Hellenic American Union has received the Gold award at Peak Performance Marketing Awards supported by Google 2021.
Roix’s successful actions on Hellenic American Union were recognized with the following awards:
– Peak Awards ‘21
Gold: Best Small Budget Campaign
– Peak Awards ‘23
Bronze: Best Small Budget Campaign
The Certificate in Digital Marketing is part of the Hellenic American Union, an educational organization that has since 1957 offered a variety of activities such as English language learning, an English language certification center in Greece, based on American standards, adult trainings and seminars and the Hellenic American University. At the same time, it cooperates with international European and American organizations for its academic programs, training and educating thousands of young people and executives in the market.
The Certificate in Digital Marketing has an impressive track record, having trained over 1,000 industry executives and leading brands since 2015. The success of this program is further demonstrated by the high satisfaction rate of its graduates, with over 90% recommending it to colleagues and their professional networks.
Brief
With the aim of increasing subscription and enhancing profitability, we were given the responsibility of optimizing the media budget allocation in two subscription cycles (January 2023 and April 2023). This entailed a strategic approach to media planning and execution, ensuring that any amount spent maximised its impact towards achieving our overall objectives.
Objectives
- Prioritize lead generation of high-quality prospects while maintaining a consistent CPA.
- Incorporate a multichannel campaign into the marketing strategy, ensuring a positive return on investment.
- Continuously monitor and optimize ROAS, leveraging insights gained from close collaboration with the sales team.
- Despite the non-e-commerce nature of the project, rigorous communication and reporting were essential to align with sales objectives and achieve target ROAS.
Challenges
The project was challenging for several key reasons:
- The Certificate in Digital Marketing is hosted as a program within the broader framework of the Hellenic American Union and therefore on the Hellenic American Union website, which is not easily a subject to change. So, this can bring difficulties for the Conversion Rate Optimization.
- Increase inflation, because the course is aimed at market professionals, with the cost of the course being one of the high end of the market.
Strategy
The digital marketing strategy we used for the Certificate in Digital Marketing was innovative, combining best practices with their unique needs. We tailored our approach to their specific market niche, maximizing results. Although AI in marketing is still new, we used continuous optimization through various tools to drive the project forward. This combination of performance marketing and AI led to deeper analysis and better decision-making. Here are the key elements of its success —>
Key Elements
- Uncover hidden trends and opportunities with advanced analysis that goes beyond basic reporting.
- Unleash the power of data-driven decision-making to continuously improve and optimize campaigns for maximum performance.
- Get deeper into the customer psychology to uncover key motivations and preferences, unlocking the “why” behind marketing performance.
- Embrace innovation and stay ahead of the curve by exploring the potential of emerging technologies for marketing impact.
- Forge new paths through experimentation, establishing leading-edge approaches that enable retailers to thrive.
Increase Quality Leads +30%
660%
Return on Ad Spent
+30%
Qualified Lead
+26%
Revenue
