Back in 2011, CF was a popular coaching class with 7 centres in Mumbai. They offered coaching in various Study Abroad Tests (GRE, GMAT, SAT, IELTS, etc.), Entrance Exams (CMAT, NMAT, CLAT, MHT-CET, etc.) and Government Exams (UPSC, MPSC, Bank, SSC, RRB, etc.). They had a website and landing pages neither of which were user-friendly nor of any benefit to their target audience. They had a small sales team operating out of their HO which was brilliantly handled by the founder.
Challenge
While they were growing at a fast pace, after reaching a scale of 7 centres, things started to slow down. Though the number of centres grew, marketing and operations couldn’t catch up with the same. Klub1 was primarily brought in to maximize the number of leads, thereby increasing revenue and bringing in growth, in a given budget.
Business Process and Lead Optimization by Klub1 helped in the rapid growth of CF.
Solution
Since the primary objective at hand was to run the centres at full occupancy, we started with optimizing the marketing process. Since CF was still relatively new, apart from revamping the website, we also built mini portals for each of their courses that provided valuable books and test series to the students. In turn, these portals became the primary lead generators. The automated lead system would distribute the leads among sales agents instantly, thus ensuring that a call went to the lead within 2 minutes of them filling the form. Our portals combined with our digital marketing made sure that the centres ran at full occupancy.
Once this was done, we optimized the sales and operations process, making sure that it required minimum supervision. We also introduced the franchising concept as a strategy for business expansion.
We worked on:
- Branding and Identity
- Website Design and Development
- Creative Design – Print
- Creative Design – Outdoor Advertising
- Digital Strategy
- Digital Marketing – SEO, PPC, Social
- Online Reputation Management
- Payments & Invoicing
- Customer Relationship Management
Results
The newly established strategy of content driven marketing combined with interactive sales tools, provided for a winning strategy. CF achieved a level of growth unmatched by any other player in the education sector during that time, and the solutions we implemented for them helped them grow to 28 centres and revenue of around INR 100 crores within 2 years.
