Exceeding goals for Colégio Objetivo DF, the largest private elementary and high school network in the Federal District.
Although the network is part of a national franchise, it operates almost independently in the Federal District. The curriculum and teaching system, the foundation of its operation, are well-aligned with the franchise. However, promotional communication, many aspects of branding, and commercial operations have a local personality defined by the operation’s directors, a pair of very intelligent and tuned-in siblings.
The main desire of the maintainers was to achieve superior results in brand image, creative soft-sell approaches, and lead generation for high-volume enrollments. This way, the sales team could finalize their conversions in a closer relationship, offering personalized deals one by one. The network had about 5,000 students, approximately 1,500 of whom were at the end of their tenure in the institution’s offerings, adding up annually to the dropouts and transfers in the middle of the cycles.
Our ultimate goal was to help them overcome end-of-cycle exits and mid-cycle dropouts.
Results, both tangible and intangible, achieved for Colégio Objetivo DF
Over 4,000% increase in lead generation for the sales team.
Before Modernista took over, the brand was serviced by other agencies and even digital specialists. The first noticeable improvement in this regard came through primarily human optimizations. After the initial campaign, we implemented our artificial intelligence optimization system, which generated very high rates in a short period of time.
Higher quality in the creation and production of campaigns.
The quality of products and services should be reflected in advertising and communication. Many businesses have excellent products and services that do not yield satisfactory margins for their entrepreneurs because they make a mistake in this equation: there is a lot of technical quality in production and delivery, but questionable quality in communication that does not generate credibility or improve the perception of value.
A noticeable improvement in the institution's image perception regarding quality and innovation.
Precise benchmarks of what communication should deliver, particularly in its intangible aspects, are of paramount importance when it comes to brand positioning. In the case of Colégio Objetivo DF, these benchmarks measured an improvement 50% higher than at the beginning of the service and the launch of campaigns created by Modernista.
Goals achieved in all campaigns handled by Modernista.
Advertising is a blend of art, objectives, and business metrics that need to be aligned, always with clear KPIs to be measured. In the case of Colégio Objetivo DF, there were clear metrics and goals; however, many needed to be accurately adjusted so that measurements and adjustments made sense for both the business and communication objectives.
Highlighting clear advantages of the network
Research, surveys, and a good amount of conscious data analysis are some of the keys to our work for brands.
The education market is becoming increasingly commoditized, and one of the key points mentioned in the initial client meeting was that the proliferation of competitors posed a challenging obstacle, especially because this phenomenon occurs more prominently in peripheral regions – the institution’s largest market.
Through in-depth research, the Modernista team understood that the institution’s audience sought social mobility for their families, aiming to provide a higher quality of education for their children. This aspiration translated into the perception that the modern world demands new teaching approaches and subjects.
Upon this realization and after conducting another direct geolocated survey with the target audience, a crucial finding emerged, shaping the institution’s positioning and communication strategy: this audience sought various features as differentiators that the institution offered to its students within the conventional curriculum, such as robotics education, English language classes, and supplementary subjects like music. However, these distinctive features were not being utilized in promotional communication.
Crossmedia advertising campaigns with more dynamism and tangible and intangible results for Colégio Objetivo DF.
A communication legacy left by Modernista in the brand and communication management.
In short, if your brand needs more than just an advertising agency but a partnership that utilizes creativity, planning, data, and research to generate more value for your business, talk to us.