Case Study:

Turning Free Users into Paying Students with Omnichannel Marketing

Key Platforms: Meta Business Suite, Mailchimp, Website, Facebook

Year
2024

Client
Tolentino NP Reviews

Campaign Overview

To convert free users into paying clients, we launched an omnichannel marketing campaign for Tolentino NP Reviews' Live Study Group sessions targeting Nurse Practitioner (NP) practitioners.

2,637%

ROI

$24,817

Revenue generated in 3 weeks. Achieving 121% of our revenue target.

422

Webinar sign ups.

477 

New email subscribers. Achieving 94.8% of the target.

2,500

Lift in Facebook Group Community members.

Their Story

Tolentino NP Reviews (TNPR) is a start-up dedicated to helping Nurse Practitioner (NP) students excel in their exams. Founded in 2022, TNPR initially offered its NP review sessions for free and has since helped over 4,000 students pass their AANP and ANCC exams. With a small, passionate team, TNPR launched its Live Study Group sessions to provide interactive learning experiences. I began working with TNPR in late 2022, focusing on website development and Facebook community management. In mid-2024, the team embarked on a campaign to convert free users into paying students while increasing brand visibility beyond their existing community.

The Goal

TNPR wanted a way to increase their mailing list from 0 and convert their free users into paying customers, targeting at least 100 students. Beyond conversions, the campaign also aimed to boost brand visibility beyond the existing Facebook group and generate $20,000 in revenue while establishing TNPR as a trusted resource for Nurse Practitioner exam preparation.

Challenges

As a start-up, TNPR faced typical constraints: a small team with limited resources and the challenge of balancing operational demands while scaling their digital presence. The campaign also needed to address the challenge of reaching new audiences outside their Facebook group and converting free attendees into paying students for their premium Live Study Group sessions.

Steps to Success:

1. Building Awareness with a Webinar

Tolentino NP Reviews launched a free webinar on June 5, 2024 to generate interest and attract both current and potential students. This approach aimed to build awareness and establish a warm audience for future campaigns.

Jen implemented:

  • A targeted email campaign inviting current subscribers and Facebook group members to register for the webinar.

  • A dedicated landing page optimized for registrations, clearly outlining the webinar's value and easy-to-navigate sign-up functionality.

  • A Meta ad campaign designed to expand visibility beyond the current student base, targeting lookalike and interest-based audiences.

Results:

  • Achieved 422 sign-ups and hosted 300 attendees, demonstrating a strong 71% attendance rate.

  • Collected attendee information to use in follow-up campaigns.

2. Nurturing Leads & Driving Conversions with Email Marketing thru Mailchimp

To convert webinar attendees and new leads into paying students, TNPR offered a 20% discount on July sessions (original price: $299) and free June sessions for those who subscribed during the campaign period.Jen deployed:

  • “Sneak Peek” Email: Teased the upcoming launch, achieving a 50.9% open rate.

  • Launch Day Emails: Announced the launch with compelling content that drove a 77.4% open rate and 27.2% click rate.

    • Educational emails which showcased testimonials and program benefits, emphasizing limited-time discount offer.

    • Final push emails which created urgency for the promo.

Results:

  • Gained 477 new mailing list subscribers.

  • Achieved an aggregate open rate of 62.8% and a click rate of 12%, significantly outperforming industry averages.

  • Converted 105 paying students, exceeding the goal by 5%.

3. Expanding Reach & Conversion with Facebook Ads

With a limited budget of $690.99, TNPR ran an optimized Meta ad campaign to drive sign-ups during the promotional period. Jen implemented:

  • Lookalike audience campaigns to target users with similar profiles to current students.

  • Interest-based ad sets showcasing success stories and session benefits.

  • Compelling visuals and CTAs that encouraged sign-ups and website visits.

Results:

  • Reached an average of 7,490 users across ad sets with 26,940impressions.

  • Generated 513 link clicks and 46 website checkouts initiated resulting to 15 converted leads coming from ads.

  • Achieved a cost per lead of $68.70, which, despite the small budget, was offset by the high revenue per paying student, making the investment worthwhile.

4. Engaging with Organic Social Media

Complementing paid efforts, TNPR maintained engagement with Facebook page and group content

Jen implemented:

  • Webinar recap posts on Youtube and Facebook highlighting key moments and participant feedback to extend the event's impact.

  • Testimonial posts to build trust and credibility among potential students.

  • Countdown reminders to drive urgency for upcoming sessions

Results:

  • The Facebook page gained 51 new likes, 71 new followers and 2700 page visits during the campaign.

  • The Facebook group grew by 2,500 members, significantly increasing the brand's community reach.

Results and Impact

Through a strategic combination of a high-impact webinar, Meta Ads, email marketing, and organic social media content, TNPR exceeded key performance indicators:

  • Mailing List Growth: 477 new subscribers (94.8% of the goal).

  • Paying Students: 105 enrollments, surpassing the goal by 5%.

  • Revenue Generated: $24,871.00, exceeding the target by 21%.

  • Return on Investment (ROI): Achieved an impressive 2,637% ROI.

Key Takeaways

  • Webinar Effectiveness: The webinar was instrumental in building awareness and generating a warm audience for conversion.

  • Integrated Marketing Approach: Combining webinars with email marketing, targeted ads, and social media maximized touchpoints with potential students.

  • Data-Driven Decisions: Continuous analysis allowed for optimization of campaigns, ensuring high engagement and conversion rates.