Mathnasium tasked Media Culture with managing the brand’s TV and paid social media campaigns with the goal of generating qualified leads to its independently operated math tutoring centers. With 700+ franchise locations across the U.S., each with its own marketing budget and initiatives, Mathnasium required support with not only campaign management, but a strategic approach to measurement, lead generation, and creative optimization that was not in conflict with individual franchisees.
Media Culture's approach
- Identify various genres as alternatives to the heavy News presence on TV.
- Test a variety of audiences, creative formats, and ad copy within paid social.
- Compare existing lead flow (driving to website homepage) against a self-contained, campaign-specific landing page.
- Assess performance of existing creative (animated cartoon spot) against customer testimonials optimized to direct response best practices.
Children and Family networks proved effective in reducing costs-per-acquisition (CPAs) by 55% over the initial 13 weeks of the campaign. In addition, the inclusion of a conversion-oriented landing page resulted in an immediate 57% lift in performance, while the new testimonial videos resulted in an additional 48% improvement over the original animated cartoon TV spot.
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