School business support｜Catch copy lifted sales 2x
Overview
| Item | Detail |
|---|---|
| Industry | School |
| Price | About ¥1,000,000 |
| Result | Sales about 2x |
| Sales | Online sales |
| Scope | From marketing strategy through execution |
We graduated from the school ourselves, then entered marketing already knowing the service. Budget was tight. Work went in priority order. Sales about 2x.
Marketing strategy
| Strategy | Detail |
|---|---|
| Who / What | Design who we speak to, and what we deliver, first |
| How | Marketing generates leads, then hands them to the sales team |
| Focus | Graduate first, then enter with the service already understood |
Strategy and execution, both. Who and What first. How: marketing generates leads and hands them to sales.
Budget was limited, so we moved in priority order.
The premise was graduating from the school ourselves. Enter marketing already knowing the service. Copy and funnel stay aligned with the real offer. That was the point.
Marketing tactics
| Tactic | What we did |
|---|---|
| LP | Rewrote an abstract catch copy from experience and interviews. The main driver of sales about 2x |
| Google Search ads | The channel that fit for lead gen |
| Meta ads | LINE list at a few hundred yen CPA |
| LINE marketing | Step messages and nurturing to lift meeting rate |
| SNS marketing | Run alongside the ads |
LP
The original catch copy sat at a high level of abstraction. Pleasant to the ear. Hard to land with anyone.
We rewrote it from user interviews and our own experience. The form that best carries what is good about that school. We also put something competitors were not doing at the center of the catch copy, as the main strength.
This change was the main driver of sales about 2x.
Google Search ads
For lead gen, Search was the channel that fit best.
Meta ads
Meta ads brought LINE list at a few hundred yen CPA.
LINE marketing
Basic LINE marketing: step messages, nurturing. Meeting rate went up.
SNS marketing
SNS marketing ran alongside the ads.