Case · Education
Distance Higher Education (Cooperative Marketing)
Increase the business's impact and visibility for franchises, reaching a new level of results.
96%correct execution and proof of the learning centers' investments
Initial context
Low investment in local media (OOH) and no visibility into the investments made by partners.
Impact
- The control platform ensured 96% correct execution and proof of the learning centers' investments, with 50% enrollment growth vs. the previous year and +50% vs. a control group of centers.
How we did it
- 01.
Strategic Direction
- Detailed segmentation of partner centers, defining eligibility criteria to reduce risk and an investment strategy by type and size of market.
- Design of the Cooperative Marketing program, specifying mix and media, piece formats and autonomy parameters.
- Workflow setup for activity control and proof.
- Development of policies and contractual instruments, as well as fund release schedules.
- 02.
Concept Validation
- Workshop with leaders and managers, ensuring from the program's conception the participation, contribution and validation of the team responsible for selling the program to partners and then running it.
- Technical pilot of the workflow system, ensuring processes free of errors or difficulties.
- Launch of a first validation wave (pilot) with a small number of partners, which helped validate all processes and systems in practice.
- 03.
Organization Activation
- Contracting of the workflow tool, ensuring a robust and controlled process from the start and avoiding errors.
- Creation of a team dedicated to running the program, as well as technical support on media and marketing.
- Development of simulators and training materials, ensuring structured knowledge transfer to partners.
- Definition of a target and objective indicators, enabling management grounded in performance metrics.
