Int'l Student Mobility: ETS TOEFL
Client
ETS TOEFL
Timeline
AOR 2020-2024
Services
Omni-Channel Performance Media | Growth Strategy | Digital Transformation
Website
DTC and B2B Growth with Performance Media
Challenge
ETS TOEFL was facing multiple obstacles preventing their growth; shrinking market share, fractionalized performance data and a changing student demographic - compounded by the COVID-19 pandemic. Our team was challenged with activating a media attribution and scorecard system that would illuminate optimal, omni-channel consumer journeys from 12 different regional marketing teams and deliver data visualizations to the C-Suite in real-time. Addtionally our team was tasked with designing a performance marketing campaign to identify growth opportunities and reclaim market share in over 180 countries, with particular focus on North America, Latin America and Asia-Pacific.
Goal
TOEFL delivered new customer acquisition targets for each country by month with addional revenue goals for two new product launches designed to overcome barriers presented by the pandemic and deliver AI-powered, culturally dynamic, assessment tools. Our strategic media plan had to overtake market share from established competitor, IELTS and newcomer, Duolingo. Complimenting the growth of DTC divisions, our team was challenged to build B2B and B2I lead generation funnels of influencing and decision making higher education admissions professionals worldwide. Our data engineering teams had to deliver cloud-based tools to standardize measurement systems across divisions and global marketing partners in order to deliver a real-time reporting system to key stakeholders.
Solution
In 2019, an audit was conducted of TOEFLs opportunities across the global International Student Mobility landscape. A custom algorithm was built to evaluate Source to Destination country Int'l student growth, outcomes and potential by visa availability and number of TOEFL accepting institutions. Media teams contributed live, proprietary, performance metrics for custom developed 1PD LiveRamp overlap and lookalike audiences across 20 programmatic and endemic ad exchanges - resulting in a live Optimization Solver to build custom channel mixes by month and market. An account based marketing platform was launched to deliver display, social and an email sequence to B2B and B2I targets and visualized engaged users for Sales teams. A custom client portal was launched with tracking setup modules for 3rd party Influencer marketing partners to tag their engagements. The client portal featured an extensive set up real-time data visualization for key stakeholders. Our program delivered $27M in revenue at a 325% ROI and curated market share dominance in 71 countries including the United States.
