Saga Education Sees 329% Increase
Challenge
Situation analysis: SAGA’s situation was unique when we first started considering their digital approach. The company was in its nascent stages, having only existed for a few years. As such, the SAGA “brand” didn’t truly exist yet. Therefore, not only was the intent to drive program applications for the upcoming school year, but also to help develop the SAGA brand and educate potential candidates about it. Additionally, the situation was further unique due to SAGA’s geographical needs. Because the group was specifically trying to fill roles in high school located solely in Chicago or New York (The Bronx), we had to consider targeting as well as messaging to attract users either in those areas, or looking to move there. Objectives Our objectives were two-tiered: First, the strategic objective was to create the SAGA Innovations brand and create brand awareness. Second, tactically, they were looking to drive 2,000 applications for their recruiting needs over 6 months. Obstacles The lack of brand positioning was certainly an obstacle based on timing needs. We had to run our positioning work in parallel with the tactical application drive period.
Solution
Strategy Overdrive developed narrative and messaging for target communities; campaign strategy and design covering the full customer journey for all paid, earned, and owned media; and then we implemented such across all marketing and communications tactics. Overdrive’s approach to this process was to start with an over-arching brand positioning assessment, which in turn led us to tactical messaging that we could leverage for the application drive. We then flooded the digital space (as budget would permit) for our target candidates via hyper-targeted digital media. The brand platform was built on the idea of “Transformation.” Not just of the students’ lives, but of the tutors’ and the community as well. Messaging was built around this idea in an inspirational way meant to attract potential candidates that wanted to take a year to help make a difference in the lives of others and their own life as well. Implementation Several digital marketing campaigns worked together to continuously hit target candidates with the new brand positioning in an effort to drive user applications. These included paid search, paid social media and organic media. Additionally, email marketing was used and the main website itself was overhauled in an effort to support the program goals. Much of the language around these channels focused on driving program applications and being that “transformative” is to help the lives of others.
Results
The Overdrive approach exceeded the client's goal by 329%. Over 15 million targeted impressions 8X increase in social followers and engagement Average 20X improvement over competitors' social followers and engagement
Overdrive Interactive
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