How To Promote Kids Swimming Lessons using Facebook Advertising?
The business is a kids swimming school franchise operating in the UK, offering swimming lessons at the local schools.
- The nature of the business offering is a niche, not only due to the specifics of the service – kids swimming classes but also due to location restrictions – as a parent, you are only willing to drive so far to get your child to an evening class.
- The decision-maker is not an ultimate client, therefore, you try to appeal both to the end user’s desired state (having fun) and to the decision maker’s expectations (safety, learning, professionalism) With weekly school calendar (including extracurricular activities) not being finalised by the middle of the school term, most customers would take a long time to convert, trying to fit additional lessons into their weekly schedule.
- The lesson costs are similar to the hotel model – each class has a capacity for a fixed number of students and every ‘empty spot’ can be counted as a sunken cost. Filling up lessons to a maximum capacity helps prove the brand value to franchises and expand to other venues.
- The objective is to achieve as many bookings as possible under the allocated budget.
Market Research and Customer Behaviour Into the market and the population statistics. We used audience insights tools to inform our strategy about the target audience, their interests, demographics, motivations and decision-making process. We also did a secondary research to understand the market dynamics, competitor space and the potential going forwards.
Created a funnel strategy in line with the customer behaviour to target:
- Prospecting customers with an educative message showcasing the classes and different venues available, driving to the website.
- Warm customers who landed on the website and got familiar with the offer but have not yet converted
- Branch Split Each branch has a different amount of venues, which each offers a varied amount of lessons. Therefore, the capacity for each branch needs to match the level of advertising and the budget put behind it.
- The strategy was implemented into the account build to allow for easy budget allocation across different venues, as well, precise reporting.
Using the internal design team we created compelling creatives such as videos and images optimised towards social media platforms in line with the brand guidelines.
We started the campaign by testing previously researched audiences, new creatives, messaging and new funnel strategy, in conjunction with different ad formats and landing pages to ensure we optimise towards the best performing strategy for each branch.
- Each test bringing more and more learnings, the account was being constantly optimised to allow for a more efficient budget spend.
- During the first two months, Push campaigns delivered 31 out of 48 (65%) of customers driven through Facebook.
- Each customer has a life-term value of £2,400, which means that we delivered a ROAS of 1092%.
- The client is now expanding their marketing strategy to cover Facebook, Google and Microsoft Advertising.