Marketing Campaign

The Problem

Class 101, a college planning service in Ashburn, Virginia, struggled to effectively reach and engage their target market of Asian students and families in Northern Virginia. The company faced low social media engagement, minimal word-of-mouth recognition, and ineffective advertising campaigns—an analysis of their previous efforts revealed that only 1 out of 11 social media campaigns achieved a self-calculated effectiveness score above 2.5 out of 5.0. Without a strategic approach tailored to their specific demographic, Class 101 was unable to build brand awareness or drive enrollment.

The Solution

My team and I developed and executed a comprehensive marketing strategy using a three-phase "Road to U.N.I." framework. After meeting with owner Mike Porche to clarify the target demographic, we conducted an in-depth analysis of Meta advertising data examining reach, impressions, and frequency metrics. We surveyed 131 individuals to identify audience preferences, discovering that the target demographic favored sports and volunteering events on weekends. Based on these insights, we implemented a multi-channel approach: hosting a Resume Building Workshop that drew 45 attendees, operating a booth at Winterfest 2024 with 56 direct engagements, and partnering with SAVYA, a South Asian student nonprofit, to run after-school workshops reaching 80 students. We also redesigned their social media advertising strategy, launching simplified Meta ads that highlighted key services without overwhelming potential clients with information.

The Outcome

The campaign achieved significant measurable results within budget constraints, spending $194.16 of the allocated $200. Brand awareness increased by 20%, while social media interaction rose by 29% and enrollment grew by 12%. The initiative engaged a total of 212 students and parents and earned a 95% customer satisfaction rate. This Business Solutions Project (PMBS) was presented at DECA's State Leadership Conference (SLC), where my team and I placed in the top 7 as a state finalist, qualifying for the International Career Development Conference (ICDC) where we placed in the top 30, demonstrating how data-driven marketing strategies can effectively connect businesses with underserved demographic segments.