Marketing Strategy and Management for an English School
Discover how IGNITE helped a Los Angeles-based English school succeed in the Japanese market with PPC advertising, localization, and CRM optimization.
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Marketing Strategy and Management for an English School
PROJECT DETAILS
Localized PPC Strategy for Study Abroad School
To reduce dependence on agency referrals, a Los Angeles-based ESL school needed a direct way to reach Japanese students. IGNITE launched a full PPC strategy, improved operations through no-code tools, and enhanced the brand's positioning with creative and persona-led marketing.
Category
Marketing Strategy and Management for an English School
Client
English School Based in Los Angeles
Challenges
Limited Market Understanding in Japan
The client had no defined strategy for acquiring students in Japan without relying on third-party agencies.
Our Solution
Market Entry Strategy and Persona Planning
We conducted user research, clarified the target persona, and created a localized marketing strategy to position the school competitively in the Japanese market.
Challenges
Inexperience with Japanese Advertising Channels
Although the client was familiar with U.S. PPC marketing, they lacked the know-how and resources to optimize Google Search campaigns in Japan.
Our Solution
Localized Campaign and Landing Page Optimization
We launched and managed Google Search PPC campaigns, optimizing over 6 landing pages and more than 30 creatives, resulting in a jump in ad performance and lead volume.
Challenges
Teacher Scheduling and Staff Coordination Issues
The lack of a standardized system for managing student and teacher schedules led to confusion, delays, and poor student retention.
Our Solution
No-Code Scheduling and CRM System
We built a no-code scheduling and CRM platform that automated communication, reduced human error, and made scheduling easier for staff and teachers. Manuals and training were provided, and we implemented guidelines and staff education to align teacher behavior with Japanese expectations.
Challenges
Misalignment in Cultural Expectations
Cultural differences between foreign staff and Japanese students resulted in misunderstandings, low satisfaction, and poor reviews.
Our Solution
Management Training
We trained management and staff on Japanese customer service expectations and created communication guidelines to align teacher behavior with local standards.
PPC Advertising
Results
+700% Return on Ad Spend
By simulating and refining campaign strategy, we achieved a ROAS of 700%, delivering sustainable student acquisition at scale.
CPA Reduction
Continuous ad and landing page optimizations helped cut cost-per-acquisition by 65%, making lead generation far more cost-effective.
CVR Boosted from 0.3% to 3%
We improved ad messaging and design through rigorous A/B testing, increasing conversion rates tenfold.
Testimonial
Comment
Conclusion
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