Case Study
ODYSSEY TEST PREP & TUTORING
OVERVIEW
Odyssey Test Prep & Tutoring provides personalized, custom LSAT test preparation and tutoring services in New York City. Odyssey turned to Red Lab for help with the following objectives:
OBJECTIVES
1
Attract top-of-funnel traffic interested in LSAT self-study resources and bottom-of-funnel traffic interested in LSAT Tutoring.
2
Generate quality leads for LSAT Study Resource Memberships and LSAT Tutoring.
3
Generate sales through LSAT Tutoring packages and LSAT Logic Games courses.
4
Double revenue in 2018 compared to 2017.
THE APPROACH
SEARCH MARKETING CAMPAIGNS
Red Lab implemented “top funnel” search marketing campaigns via Google and Bing, targeting searches related to LSAT self-study resources. This consisted of users searching for practice tests, sample questions, study guides, etc. From there, traffic was directed to a landing page featuring Odyssey’s “free study resource membership.” For untethered access to all of Odyssey’s study resources, users simply had to fill out a short form to sign up for a free membership.
Simultaneously, Red Lab also unleashed “bottom funnel” search marketing campaigns, targeting high-intent searches related to LSAT Tutoring services. This traffic was directed to a landing page featuring Odyssey’s “Free LSAT Consultation” which allows users to sign-up for a free 30-minute LSAT study consultation.
MARKETING AUTOMATION
All free membership sign-ups were added to an email marketing sequence designed to softly nurture the prospects over 30 days. The emails featured LSAT study tips, inspiration and industry statistics. Throughout the email sequence, the opportunity to schedule a “Free LSAT Consultation” was introduced while building value around the benefits of LSAT tutoring. We strategically placed call-to-actions within each email, providing prospects with an easy path to sign up for a consultation.
ADDITIONAL COMPONENTS
As part of our digital marketing strategy for Odyssey, Red Lab launched Facebook Audience Targeting ads designed to target users with interests in LSAT and Law School Admissions.
To re-engage previous site visitors, we also deployed Retargeting campaigns using Facebook Ads and the Google Display Network. Banner ads were strategically placed on various websites, enticing users who had previously visited Odyssey’s website to return and complete the call to action.
THE RESULTS
68
SIGN-UPS
Generated an average of 68 sign-ups per month to the free study resource membership. From those leads, the email sequence converted an average of 6 tutoring contacts per month.
45
LEADS PER MONTH
Generated an average of 45 free consultation leads per month.
100% REVENUE
INCREASE
Increased average monthly revenue by 100%.
HIT REVENUE
GOAL
Exceeded goal of doubling revenue in 2018 compared to 2017.