Client: Learn Online
Industry: Education / E-Learning
Service Provided: Facebook Marketing Campaign Strategy & Implementation
Challenge: Learn Online, a new institution offering Graphic Design and MBA courses, had zero digital presence and brand awareness. Their old website acted as a digital brochure, not a student acquisition engine.
Solution: A targeted, multi-phase Facebook marketing campaign designed to build brand awareness, generate high-quality leads, and establish Learn Online as a credible authority in the online education space.
Result: Within the first 30 days, the campaign successfully generated over 450 leads at a cost-per-lead 38% below the industry average and secured the first 15 course enrollments, effectively launching the business into the market.
Learn Online is a driven new endeavor that offers top-notch, easily accessible, and career-focused online education in two highly sought-after fields: executive MBA programs and graphic design. Their goal is to equip students and professionals with useful skills for the modern workforce.
Since this was their first digital marketing campaign, we wanted to create the groundwork for their entire digital acquisition strategy, not just generate leads.
Learn Online had no online presence prior to our engagement. In actuality, their “old website” posed a significant obstacle to expansion. Important pain points were identified by our audit:
To put it briefly, their biggest obstacle was starting from scratch without any audience, data, or market trust.
In order to build the funnel from the ground up, we came up with a three-phase Facebook campaign strategy.
Phase 1: Creating Awareness and an Audience (Funnel Top)
Goal: Reach and Brand Awareness.
Creative: We created brief, captivating video advertisements that highlighted:
For Graphic Design: A brief, enjoyable time-lapse showing a graphic design project from beginning to end.
“Stuck in your career? Here’s how an MBA can unlock your potential” is an example of a testimonial-style hook for an MBA.
Targeting: To generate important information about who was interacting, we employed broad interest-based targeting (e.g., interests in “Online Courses,” “Graphic Design,” “MBA Programs,” “Coursera,” and “LinkedIn Learning”).
Phase 2: Middle of Funnel Consideration & Lead Generation
The goal is to generate leads.
Creative: We produced valuable “lead magnets” and advertised them specifically:
Free Webinar: “The ROI of an Online MBA” or “5 Design Principles Every Beginner Must Know.”
Free e-books include “Financing Your Executive MBA” and “The Ultimate Guide to a Career in Graphic Design.”
Targeting: Those who viewed at least 50% of our Phase 1 videos were included in our Custom Audiences. As a result, we were able to target users who were more likely to convert and were warm and interested.
Phase 3: Enrollment & Conversion (Funnel Bottom)
Conversions (course enrollments) are the goal.
Creative: Straightforward, profit-driven advertisements with compelling calls to action “Book a Consultation,” “Enroll Now,” and “Limited Seats Available.” We emphasized important USPs: “Project-based,” “career support,” and “mentor-led.”
Targeting: Using the email list of leads we produced in Phase 2, we employed a Lookalike Audience. This effective tool discovered new Facebook users who had traits in common with our ideal clients.
Ad Account Setup: The Learn Online website’s Facebook Pixel was set up to monitor all conversions and site activity right away.
Content Creation: For every course, a library of ad creatives was created, including four image/carousel ad sets and three video variations.
Campaigns were started using A/B splits to continuously test the following variables: audience segments, visuals (video vs. image), and ad copy (benefit vs. feature-focused).
Landing Pages: With the single, obvious objective of capturing the lead or encouraging enrollment, specific, streamlined landing pages were created for every lead magnet and course.
Retargeting: Configure automated retargeting advertisements for website visitors, lead magnet downloaders who haven’t enrolled yet, and cart abandoners (on free webinar sign-ups).
For a first-time campaign in the education sector, the 30-day campaign results surpassed all expectations:
📈 42,854 Reached: From a standing start, a significant amount of brand awareness was generated.
🎣 467 Leads Generated: An entirely new database of prospective students.
💰 Cost-Per-Lead (CPL): $8.22 (38% less than the industry average for leads in education).
🎓 Securing 15 Course Enrollments: Direct revenue generated is the ultimate indicator of success.
📊 Consideration-stage ads have a 5.2% Click-Through Rate (CTR), which shows high engagement and relevance.
Learn Online’s first campaign was a huge success. We were able to turn them from an unidentified company with a static website into a lead-generating enterprise with a tested digital marketing funnel.
The main conclusion is that a well-planned, multi-phase Facebook campaign for a new market entrant involves more than just advertising; it also involves audience development, market research, and trust-building all at the same time.
Advice from the Coach for the Upcoming Quarter:
Leverage Social Proof: In the upcoming ad cycle, play video testimonials from your first 15 students. This will significantly reduce barriers to trust.
Refine Targeting: Make your audience targeting even more precise by using the campaign’s data. Eliminate underperforming segments and focus more on what did well.
Nurture the Leads: To nurture the 450+ leads who haven’t enrolled yet, put in place an email marketing sequence. Give them additional value and gently lead them to convert.
This campaign provided a foundation for long-term growth rather than just numbers. The classroom is filling up as Learn Online opens for business.
Let’s move on to the next triumph!