About
Education marketing comes with a built-in challenge: enrollment isn't a year-round rhythm; it's seasonal. Some months bring a flood of leads, others far fewer, which means a single, fixed target doesn't make sense. Instead, we set dynamic targets that moved with the season. Through it all, our focus stayed the same: bring down the cost per lead and make every dollar of ad spend work harder.
Our Approach & Strategy
Keeping Creatives Fresh
Seasonal traffic can lull a campaign into autopilot, but we made sure that never happened here. We continually refreshed our creative, testing new angles drawn from TWC's audience insights and historical performance data, so the ads never went stale.
Smart Budget Allocation
Since demand ebbs and flows throughout the year, we shifted more budget toward the higher-traffic periods. But we never let the campaign go quiet in the slower months either. We kept it visible year-round so that TWC could be top of mind for both current and prospective parents.
Sharpening the Audience
The competition among Singapore education institutions is tight, but TWC's niche worked in its favour. By focusing specifically on English enrichment and writing skills, we could speak to a more defined, more relevant audience, rather than competing head-on in the broader "tuition centre" conversation.
Results
Over eight months, we drove the cost per lead down to 50% below the agreed target that was grounded in realistic, historical campaign data
Conclusion
This partnership is a good example of how KPI Media meets industry-specific challenges head-on. By understanding the seasonal nature of education marketing early, we were able to build a strategy that got ahead of the obstacles rather than reacting to them after the fact.
