The campaign was running. Nobody was optimising it.
How we helped Kumon recruit more of the right franchisees, one optimised step at a time.
Cost per lead 35% lower than the previous agency’s campaign.
Run across Google Ads and Facebook Ads, cross-targeted.
A Kumon Maths and English learning centre.
The client
Kumon is a global education franchise with over 24,700 centres across 60 countries and regions, serving more than 4 million students. Established in Singapore in 1995, Kumon helps children build strong foundations in Maths and English while developing confidence and independent learning skills.
A proven model, run by people who own their centre.
Its franchise model gives aspiring educators and entrepreneurs the opportunity to run their own learning centres, backed by an established curriculum, instructor training and ongoing operational and marketing support.
Every Kumon centre is run by its own franchisee, backed by the Kumon curriculum and support.
Centres worldwide
Countries and regions
Students enrolled
Established in Singapore
Before
Kumon Asia & Oceania wanted a results-driven agency to run its online franchising campaign: recruit franchisees and expand its presence locally.
Signups were not the goal. The right franchisees were.
Apart from generating signups, the campaign had to make sure prospects fit the criteria of a Kumon franchisee. A cheap lead who could never run a centre was not a lead at all.
Before engaging us, Kumon worked with another digital marketing agency. Very little optimisation was done on the campaign and the same ads ran all the time. Results had been stagnant for a while, and the team felt the campaign was not operating at its full potential.
Franchisees run the centre and work with students directly, so fit matters as much as volume.
What we did
Nothing here was guesswork. Each step was built on what the one before it found.
01
Auditing the account showed that ad frequency and clickthrough rate could both be improved to get better conversion results.
02
We sat down with the Kumon team to work through the psychographics of the target audience, and researched the common fears prospective franchisees harbour.
03
Prospects join for different reasons, so the message engaged them on several levels at once, covering every ground in a comprehensive yet concise write-up.
In their words
The campaign’s job: find people who want to run a centre like this one.
“IceCube team is driven by performance.”
Jaye Chong, Division Leader, Kumon Singapore
“IceCube team is driven by performance. They took time to analyse our previous campaign and to understand our business and requirements as the first step of engagement. They were confident in achieving our targets and have delivered a 35% lower cost per lead and helped us in recruiting more targeted potential franchisees. It was a collaborative and productive experience with IceCube and we are happy to recommend their service to any business who is interested in generating results.”
Direct response copywriting
Ad copies of various angles: empowering, inspiring, pain-driven
Facebook ads targeting, leveraging machine learning
Landing page optimisation
Google and Facebook ads cross-targeting
After
Measured against the previous agency’s campaign. Nothing here is annualised or projected.
Cost per lead
Lower than the previous agency’s campaign
Goal
Qualified prospects who fit Kumon’s criteria
Channels
Google Ads and Facebook Ads, cross-targeted
Leads
Generated in 3 months
A lower cost per lead only matters if the leads fit. In Kumon’s own words, the campaign also helped recruit more targeted potential franchisees, which is the part a cost-per-lead figure cannot show on its own.
The next step
Want to find out the 5 critical elements in creating trust and overcoming skepticism over the internet? And see how you can apply the same idea to your business?
Fill in the form below to speak to our digital marketing specialist.
The Ice Cube Marketing team, Singapore.
Speak to a specialist
We will use your details to contact you about your enquiry and nothing else.
Topic: Avoid Price war and gain new customers
Date: 10 July 2024 Wednesday 3pm
Duration: 1hour
All information is kept private in accordance with our privacy policy
All information is kept private in accordance with our privacy policy
