Marketing for a Programming School from Scratch
Habsida is a programming school in Korea with courses in English and other languages. 92% of graduates from Java, JS, UX/UI Design courses find jobs in Korean and international companies.
Goal:
- Organize the work of the marketing department and improve team communication
- Completely build marketing and attract new students from social media
- Choose traffic channels and achieve an optimal cost per lead
Marketing for a programming school from scratch
Habsida is a programming school in Korea with courses in English and other languages. 92% of graduates from Java, JS, UX/UI Design courses find jobs in Korean and international companies.
- Organize the work of the marketing department and improve team communication
- Completely build marketing and attract new students from social media
- Choose traffic channels and achieve an optimal cost per lead
Goal:
Work Planning
To work effectively with the team, a single workspace was created and set up in Notion.
- For standard tasks, a regular Kanban board was used as a base.
- For content and social media design, a calendar planner was made.
- To control deadlines and overall project progress, daily calls were introduced to review current tasks.
Work Planning
To work effectively with the team, a single workspace was created and set up in Notion.
- For standard tasks, a regular Kanban board was used as a base.
- For content and social media design, a calendar planner was made.
- To control deadlines and overall project progress, daily calls were introduced to review current tasks.
First Advertising Campaign - Failure
For targeted advertising, a lead magnet was created from scratch: people were invited to a free 1:1 consultation (or webinar) on employment and IT education in Korea.
- Many interested people, 250+ leads per month.
- Cost per lead was only $5.
But the conversion to something serious was very low! Half of those interested dropped out even before coming to the consultation.
Changes in Advertising
The simplest way to fight a low qualification rate is to make the offer more direct.
- We refuse the free consultation.
- In ads, we directly invite people to study programming in Korea (sometimes have special offers for some segments: moms, teachers and others)
- The cost per lead increases 4 times to $20.
- Qualification grows incredibly: now the sales department talks to people interested in studying.
Despite the positive results, it was not possible to get a large number of Russian-speaking applications for the course, as there are generally few such people in Korea. An additional traffic channel was needed.
TikTok Advertising
Many Russian/English speakers, despite moving from their countries, remain loyal to their habits – they use Telegram or TikTok. Traffic to lead forms in TikTok brought a large and steady stream of clients.
We watch the feed and look for trending jokes.
- We adapt trending videos and sounds to fit us.
- We write scripts and text for videos.
- We shoot and edit the ad creative inside TikTok so that the ad looks as native as possible.
Result:
1083
applications
$2
each in six months!
at
Social Media Preparation
Courses are held in two different languages (English and Russian), so it was decided to separate accounts by language. This greatly influenced content planning, because students from different countries are interested in different topics.
Before launching traffic, profiles were filled out: basic information was placed in Highlights, and in the feed, a stable output of posts and videos was established.
Social Media Preparation
Courses are held in two different languages (English and Russian), so it was decided to separate accounts by language. This greatly influenced content planning, because students from different countries are interested in different topics.
Before launching traffic, profiles were filled out: basic information was placed in Highlights, and in the feed, a stable output of posts and videos was established.
Before launching traffic, profiles were filled out: basic information was placed in Highlights, and in the feed, a stable output of posts and videos was established.
Despite the positive results, it was not possible to get a large number of Russian-speaking applications for the course, as there are generally few such people in Korea. An additional traffic channel was needed.
First Advertising Campaign - Failure
For targeted advertising, a lead magnet was created from scratch: people were invited to a free 1:1 consultation (or webinar) on employment and IT education in Korea.
But the conversion to something serious was very low! Half of those interested dropped out even before coming to the consultation.
- Many interested people, 250+ leads per month.
- Cost per lead was only $5.
But the conversion to something serious was very low! Half of those interested dropped out even before coming to the consultation.
Changes in Advertising
The simplest way to fight a low qualification rate is to make the offer more direct.
- We refuse the free consultation.
- In ads, we directly invite people to study programming in Korea (sometimes have special offers for some segments: moms, teachers and others)
- The cost per lead increases 4 times to $20.
- Qualification grows incredibly: now the sales department talks to people interested in studying.
TikTok Advertising
Many Russian/English speakers, despite moving from their countries, remain loyal to their habits – they use Telegram or TikTok. Traffic to lead forms in TikTok brought a large and steady stream of clients.
- We watch the feed and look for trending jokes.
- We adapt trending videos and sounds to fit us.
- We write scripts and text for videos.
- We shoot and edit the ad creative inside TikTok so that the ad looks as native as possible.
Result:
1083
applications
$2
each in six months!
at
more than
new students on subscription with an average check of
new students on subscription with an average check of
Results
In numbers:
$6000
advertising budget
$330
100
2409
applications for training
(study period 6 months)
/month
In facts:
- A stable and built marketing department.
- Regular analytics of traffic, content, and tasks.
- Designed social media, capable of generating clients.
Analytics
For each day of advertising, we report in a "expenses - leads" format, and once a month we summarize the UNIT-economics of the entire project.
Monthly, we calculate the cost per client and make informed decisions.
Monthly, we calculate the cost per client and make informed decisions.
Analytics
For each day of advertising, we report in a "expenses - leads" format, and once a month we summarize the UNIT-economics of the entire project.
Monthly, we calculate the cost per client and make informed decisions.
Monthly, we calculate the cost per client and make informed decisions.
Results
In facts:
more than
new students on subscription with an average check of
new students on subscription with an average check of
$330
100
(study period 6 months)
/month
In numbers:
- A stable and built marketing department.
- Regular analytics of traffic, content, and tasks.
- Designed social media, capable of generating clients.
$6000
advertising budget
2409
applications for training
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