Six Degrees Digital Media Case Study
Client: The Paralegal Institute@Brighton College
College Generates Student Leads as Low as $5.46 Per Lead
Case Synopsis
An online career college, The Paralegal Institute@Brighton College (TPI) needed to create brand awareness and program awareness to generate leads and enrollments for their Legal Nurse Consulting Program. This was effectively accomplished with video, social media campaigns, and Google AdWords.
Case Summary
After TPI was acquired by new owners, Six Degrees Digital Media was hired to create a digital campaign to build brand and program awareness. The college did not have a strong online presence. It was important to drive leads quickly to help start generating enrollments and revenue.
After reviewing programs offered at the college, and the competition, the online Legal Nurse Consulting program was selected as one of the main programs to use for lead generation. There is less competition for this program overall and few competitors offer the course online.
A campaign was designed to educate the target market, nurses, on what Legal Nurse Consulting is and why it is a good career choice. This was done with video, a career guide, and ads with Facebook and Google.
Background
The Paralegal Institute@Brighton College (TPI) was acquired by new owners in 2015. There are actually two entities. Brighton College (BC) which focuses on allied healthcare and business programs. The Paralegal Institute@Brighton College focuses on legal programs such as Paralegal and Legal Nurse Consulting. The previous owners had not done much to build up the digital presence of the colleges.
Online career training is a highly competitive space. It’s difficult to gain have a footing on page one or top of page two. It’s even more difficult with a limited budget to increase your rankings. It also takes longer to improve your rankings in the search results and therefore takes a longer time to generate leads organically.
The colleges needed to generate leads and enrollments quickly to help recoup their investment. Since the Legal Nurse Consulting program had less competition, it was a great marketing choice.
By creating brand and program awareness with video, ads, and a career guide, thousands of leads have been generated over the years.
Video created both brand and program awareness
and decreased the cost per lead.
Problem
There are a limited number of searches each month for phrases that around Legal Nurse Consultant programs. This indicates a lack of awareness in the target market. The main demographics are nurses and some other credentialed medical professionals.
There are millions of people in this demographic but most are not familiar with Legal Nurse Consulting. Nurses are traditionally overworked and underpaid. They work weekends, nights and holidays. Legal Nurse Consulting is on the rise along with other medical related professions. It’s a great option for nurses who want to still use their nursing credentials without having to work demanding hours. However, it’s not a career that comes to mind for nurses when they want to make a career change.
“We needed to get more leads than what our website was bringing in. Six Degrees Digital Media helped us by designing new landing pages, Facebook ad campaigns and a full content marketing strategy including blogs, videos and infographics, eBooks and more. Now we’ve got a solid marketing strategy in place that’s bringing traffic to our site and leads!”
– Chris Caraway –
VP of Marketing
The Paralegal Institute@Brighton College
Solution
Six Degrees Digital Media designed a campaign to get more exposure for the college and generate leads. A career guide was created on “What is Legal Nurse Consulting” to use as an educational piece. This was offered on a landing page to encourage visitors to give their contact information to download the career guide. Admissions would then be able to follow up with these inquiries.
A video was also created explaining Legal Nurse Consulting.
Including video on landing pages can increase conversion rates by 80%. (Unbounce)
A split test was done with two landing pages. One landing page had a video and one did not. An Adwords campaign was set up to drive traffic to both pages. The landing page with the video converted 130% higher than the landing page without.
Google Adwords has become more and more expensive over the years. Leads were costing more than $60 per lead. A Facebook lead generation campaign was added to the marketing mix. The cost is significantly lower for lead generation with Facebook ads. The challenge with Facebook is users are not “searching” for Legal Nurse Consulting. A campaign needed to be set up to educate the audience on this career and program from TPI. A brand awareness campaign was set up using the video. Video views cost is consistently at .03-.05 cents per view. With a small budget of just $5 a day, thousands of nurses see this video every month. This is very cost-effective branding and also generates leads.
4 times as many consumers would rather watch a video about a product rather than read about it. (eMarketer)
The viewer has the opportunity to click on the video ad and go to the landing page to request more information. If someone watched 50% of the video, that indicates they were interested. Of 69,713 people who saw the video, 6,711 watched 50% of the video. Additionally, 542 clicked through to the optin page and 135 leads were acquired at the average cost per lead of $5.46. This was the lowest cost per lead of the entire campaign.
Enjoyment of video advertising increases purchase intent by 97% and brand association by 139%. (Kissmetrics)
Of those that did not optin from the video ad, they were shown another ad. Of those, there were 94 leads generated at a cost of $7.94 per lead. This was the second lowest cost per lead of all the targeting adsets.
Overall, the lead generation campaign produced 1291 leads over a six month period of time at an average cost of $8.52 per lead.
Evaluation
Including video with your marketing efforts will result in better brand recognition, an increase in lead flow, and a lower cost per lead. It’s one of the most effective forms of content to build your brand and generate leads.
Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)
Additional Ways Video Can Help Your Business
There are many ways to leverage the power of video including:
- A welcome video on a website will help to explain a product or service.
- Branding videos to help gain exposure or stay top of mind with customers when they are ready to buy.
- Video tutorials to train employees, vendors, distributors and customers.
Video is simply the best way to build brand awareness, educate your audience, build trust, and move your customers through the sales journey.
