Brief
One Step Up Educational Services Pvt. Ltd. helps children from 9th to 12th class find their true professional calling. They do this via classroom based career counselling workshops and assessments. Their modus operandi was to partner with schools and then keep conducting these workshops as per the schedule of the school’s timings.
The firm wanted to explore if a retail offering was possible, wherein individual students in select cities could purchase a blended (online + in-person) version of this offering.
13 Llama Interactive was given a mandate to do lead generation for One Step Up in a Bangalore and Delhi.
Solution Approach
For a quick pilot, Google Ads Search Campaigns were used with high intent keywords. The campaign settings were configured to target only specific pin-codes in Bangalore and Delhi which were near high capitation schools.
Since the website of the client was in a flux, landing pages were used. The landing pages were made using the Unbounce platform. Unbounce pages were found to convert at around 8%, and these were used for the rest of the duration of the campaign.
The leads (contact details) were collated and shared with the client. 13 Llama Interactive also helped the client on-board and train a the client’s internal team on how to qualify and convert the lead on phone. After the pilot, a tele-caller was also hired and trained to take these calls.
Business Outcomes
The pilot campaign generated 100+ leads at a Cost Per Lead (CPL) of INR 150. These leads were qualified and found to be converting.
This created the business case for the client to explore digital as a viable source.