As the marketing agency for education franchise Helen Doron in Germany, an important part of our job is to increase student numbers as well as franchise locations. We use online advertising on multiple channels to generate leads and increase awareness within our target markets.
Helen Doron is an international education franchise specialized in teaching children English as a second language. A major part of our continuing work for them is to increase student numbers in Germany. They are already strongly positioned in search. To boost sales, we need to reach out to parents who haven’t actively considered the idea of helping their children to learn English as a second language. We also need to acquire new teachers as well as franchisees to open new learning centres.
Since our main target audience for new students is mothers between 25 and 45 years old, Facebook and Instagram make ideal platforms. We use a combined strategy of direct call-to-action and content-driven ads.
As always, we develop a number of creatives to test. And as always we are surprised at which ones work the best.
For our call-to-action ads we use both emotionally engaging videos of children having fun in Helen Doron classes plus a variety of still images. As always, we develop a number of creatives to test on the platforms. And as always we are surprised at which ones work the best. The ads link to landing pages or Facebook lead forms. These have also been AB tested and optimised for cost efficiency.
For the content ads, we created a blog called Parentalk. Ads link to relevant topics like multilingualism, early childhood learning and parenting. Once there, readers have an opportunity to find out more about the Helen Doron method and register for a free demo lesson. These users are also retargeted with other content-based and call-to-action ads. Prospective teachers and franchisees can also find information relevant to them under a different category heading.
Examples of ads, the landing page and blog can be seen in the slider above. The campaign has now been running seasonally since 2015 and continues to deliver strong lead results. Ad creatives are rotated regularly to keep the campaign fresh. We have also recently added native advertising platforms and some other products to the media mix.