Wallstreet - ZERDA DIGITAL

Grade-A digital campaigns spell higher leads and stronger conversion for learning institution

Wall Street English has been helping people learn English for over 50 years. Today, this award-winning institution’s footprint spans the globe, with international offices in Barcelona, Chennai, Milan, and Hong Kong.

Embracing digital, Wall Street English offers in-person and remote learning options. It also relies heavily on digital marketing to enroll new students — each Wall Street English Learning Centre oversees regional digital marketing tactics and spending.

Following unsatisfactory experiences with multiple agencies, Wall Street English’s Tunisia branch sought an agency partner with expertise in digital marketing and HubSpot integration to resolve recurring challenges and improve results.

With Learning Centres in 34 countries, Wall Street English has helped more than 3 million people learn English.

Once burned, twice as shy — Wall Street English’s marketing team was wary of entrusting another agency with lead-gen mandates; previous partners failed to deliver and provided little to no clarity on tactics.

No history and deficient setup — Wall Street English’s local marketing team hardly had any data or insights we could leverage; past agencies controlled all accounts, didn’t connect with HubSpot properly, and shared superficial information only (e.g. clicks and impressions).

On-and-off campaigns — Compounding data and insight challenges, campaigns were switched on and off regularly, impeding algorithm learning and performance.

Fluctuating KPIs — Previous agencies hadn’t provided Wall Street English’s marketing team with clear indicators to scale campaigns confidently; ROAS, CPA, and Lead-to-Deal ratio, all were inconclusive.

Poor ROAS and leads — ROAS numbers lacked consistency, hindering the ability to plan, and returned high CPAs. Lead-gen numbers were low, with equally unimpressive conversion numbers on the website, hinting at unqualified leads.

Account setup — Create new Google and Meta platform advertising accounts, with ownership and full information access for Wall Street English.

Data tracking and analytics setup — Establish proper connections between G4A and HubSpot and set up data tracking for all traffic sources (direct, organic, social media, emailing, paid).

Google Tag Manager (GTM) — Centralize all data tracking by leveraging GTM's ability to pull data from all platforms.

Initial test-intensive phase — Make up for the lack of historical data and KPI insights by launching multiple campaigns on different channels, with varying degrees of targeting complexity, to zero in on high-conversion tactics. Explain the strategic value of testing to stakeholders.

Analytics — Thoroughly analyze data for the initial phase and beyond while onboarding and educating stakeholders on data analysis and actionable insights.

Pay-per-click (PPC) campaigns on Google and Meta — Leverage insights from the initial phase to launch core campaigns with targeted messaging, overlapping across the marketing funnel stages (awareness, consideration, conversion). Allocate a portion of the budget for regular testing.

Monitor, analyze and refine — Implement well-informed adjustments, from incremental refinements for ad copy and targeting to capitalizing on the highest-performing tools and platforms.

Solid foundations for digital marketing

Optimal setup for creating, pushing and monitoring campaigns, including proper connections between G4A and Hubspot.

One-stop data tracking

Simplifying analytics for stakeholders and partners by centralizing multi-platform tracking.

Empowered marketing team at Wall Street English, regardless of agency partner

Ownership of and full access to ads account information, with elevated understanding of digital marketing processes and tools.

Reliable KPIs and consistent campaign data and insights

Allowing Wall Street English to scale its advertising and expand its reach confidently.

Actionable insights

Driving campaign efficacy with validated tactics (ad copy, targeting, video, Google Performance Max).

Increased conversions and sales

Increased KPIs across the board

8x ROAS

36% CPA

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Simon

Vice President, Digital Marketing, LEXSTART

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Our crew of creatives and strategists brings together the agility and multidisciplinary skills required to strengthen your market presence, leverage technology effectively, and capitalize on evolving opportunities.

Grade-A digital campaigns spell higher leads and stronger conversion for learning institution

Simon

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