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Sylvan Learning

Transforming Campaign Management

Challenges

  • Sylvan Learning is evolving to a “state based” marketing model that focuses on customer conversion through specific stages of the “sales funnel”
  • Sylvan wanted to implement automated marketing campaigns that target particular customer “states”

Approach

  • Implemented Aprimo Marketing Campaign Management 8.0.5
  • Integrated with custom IMPACT Customer Relationship Management Solution
  • Integrated with ECHO marketing fulfillment partner
  • Developed 4 “State Based” Marketing Campaigns
  • Integrated Portal for Franchisees
  • Created ~12 Corporate facing reports to track campaign activity, conversion and other key performance metrics

Results

  • Consistent and timely marketing messaging through automated campaigns increased customer conversion and improved reactivation of old customers
  • A centralized marketing platform to standardize Sylvan’s marketing processes globally increased marketing efficiency and marketing visibility, while reinforcing brand consistency
  • One centralized marketing database directly integrated with IMPACT that will eventually contain 6 million audience members and reduce the manual effort to pull lists from multiple sources

 

Case Study Sylvan EMM

 

Using Playbook To Focus Efforts

Challenges

  • Traditional leader in the supplemental education market was being challenged by a host of new competitors
  • Sylvan’s products heavily focused on the slower growing reading and writing areas while competitors were moving into the faster growing math segment
  • Sylvan needed to redefine its direction, offerings, and approach to the marketplace

Approach

  • Worked with executive leadership team to craft:
    • Destination Statement articulating Sylvan’s purpose, who it serves, how it wants customers to view the company, and to what result
    • Guiding Principles and value proposition to succinctly state Sylvan’s value to customers and to guide interactions with customers, employees, and partners/franchisees
    • Strategic pillars defining the major categories of strategic initiatives to achieve Sylvan’s desired position in the marketplace
    • Prioritized initiatives, timelines, action plans and implementation strategies and expected results for each strategic pillar

Results

  • CEO now has Playbook to inform rapid decision making process with regard to strategic marketing, franchise operations and enabling technology infrastructure
  • Enabled realignment of marketing resources and investments to optimize ROI
  • Focused and prioritized tactical activities on enhancing overall family and student experience with Sylvan
  • Created alignment and gained commitment for strategic marketing vision across executive team and 1,000+ franchise operators
  • Drove 7.5% year over year growth in enrollments on a national basis in the year following Playbook launch
    • With overall growth in top 20 markets exceeding 10%

 

Case Study Sylvan Playbook

 


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