Persona Marketing Decreases CPA 30%

EXECUTIVE SUMMARY

Case Study: iMentor

iMentor believes in the power of relationships to transform a young person’s life. By matching high school students with successful, college-educated mentors, iMentor is opening up opportunities for young people to succeed in high school and become the first in their families to attend college.
Our mission was to recruit more mentors that would serve as role models for iMentor students. This consisted of 3 parts:
Identifying key demographics and defining ROI

Development of target personas and messaging

Testing and optimization of digital advertising efforts

Over the 60 day targeted persona marketing strategy, iMentor saw a 30% decrease in cost per lead.

20%

Of Leads Became Mentor Applicants

52%

Decrease in Cost Per Mentor Application

88%

Reduction in Cost of Accepted Mentors

{Media Cause} worked closely with us to bolster our traditional recruitment efforts, by anchoring these with a strategic and well-informed plan for digital advertising and social media engagement. We couldn't be happier with the results!

Danielle Toussaint, Managing Director, Communications, iMentor

Strategy

Discovery & Analysis

Before we can achieve a client’s goals, we need to know the lay of the land. Our discovery process allows us to assess existing efforts, successes, and opportunities before we dive in.

Testing Great Ideas

Good teams help generate a wealth of good ideas. We put these good ideas to the test and let the community tell us what resonates with them best.

Track Everything

Tracking digital efforts provides a clear path to optimizing and prioritizing next steps. It can take a minute to set up, but is always, always worth it.

Implementation

Discovery & Analysis

Identifying iMentor’s target audience was a crucial first step in our process. We wanted to know:

Who are they? What do they do? Why do they want to become a mentor?

After an in-depth discovery process, we were able to develop five persona groups, differentiated by demographic factors, such as age and ethnicity, as well as interest level factors and even specific life events. We then customized our ad, website and email messaging to reflect each of these individual persona groups.

Testing Great Ideas

Testing and analyzing the results helped us to identify which targeting and messaging was most successful — but we didn’t stop there. We identified three additional audiences to test:

      • Remarketing: targeting people who previously visited iMentor’s website.
      • Look-a-Like: using Facebook’s tool, we created an audience similar to current mentors.
      • General Interest: a broader appeal audience of NYC males with an interest in volunteering.

Track Everything

Given the tight targeting parameters of our strategy, we were able to quickly identify the audiences with the best ROI. For audiences with a lower CPA, we were able reallocate budget to ensure these best performers were at the forefront. Identifying target audiences with a higher CPA allowed us to conserve budget by quickly finding alternative targeting solutions. Through the creation and testing of multiple persona groups, ad variations and targeting parameters, we were able to continually analyze and reinvest in techniques that worked.

Results

Know your audience.

We were able to acheive such strong success by tapping into the most successful iMentor members to find passion points, insights and targeting factors that would best shape a digital advertising campaign. The resulting insights were leveraged into a digital advertising campaign and automated lead nurturing email series.

In total, we were able to drive over 400 mentor leads and reduce acquisition costs by 30%.

Here are some big numbers.

50,855

Website Clicks

402

Mentor Leads

63

Completed Mentor Applications

1/3

Of Previous Budget to Hit Fulfillment Goals

Ready to drive growth and impact through digital strategies?