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EP had long dominated the market with books produced by Kaplan, a well known publisher in the industry and done most of their business through offline methods on a B2B basis mainly selling to institutes in bulk. Recently, they had changed their Supplier to BPP, another trusted publisher with similar if not better set of study materials for the relevant courses. With the onset of the pandemic, brought the need to bring their business online to enable better reach with potential customers and providing delivery islandwide.
In this tertiary education course, customers either:
Since this is a totally new market, with students at varying stages, and EP being a relatively unknown brand to the end customer, we had to adopt a “full-funnel” strategy which consisted of running multiple ads to better understand the target audience.
Awareness Campaign
With demographic and location targeting, EP reached students and professionals in major provinces and cities in Sri Lanka. A core audience was built using EP’s existing customer database information and surveys. A combination of ad sets were run with automatic placement to understand response from each segment with varied audiences, Ad creatives and Ad goals. We used the image format to run attractive ads conveying the featuring products at an immediate glance and associating value additions such as island-wide delivery. Depending on the goals, customers were either redirected to EP’s online website, Facebook instant messaging or encouraged to call the hotline.
Conversion Campaign
Once ads were run successfully and Facebook was able to assimilate data from its varying sources such as Pixels and interactions with Ad Posts, we were able to compile audiences who had interacted with the business at different stages such as:
We generated over 25% of organic traffic to the website with significantly lower bounce rate.
EP was able to drive up quality leads and not only increase visitors and sales from their new website, but also saw an increase in their sales through offline methods, such as store visits and Calls. From March 2021 – September 2021, EP recorded a 126% increase in sales compared to the same period of the previous year while website accounted for 28% of their entire sales. Overall, EP has seen an increase in market penetration of 5% for the year. Future plans increase reach and use videos and slideshows to create storytelling ads to promote EP’s brand value and increase customer trust and generate more leads.
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