Objective.
The Singapore Marketing team needed to improve the engagement provided to top-funnel leads that were entering the funnel from key channels and determined a custom nurture program was required to introduce Crimson’s services and offerings.
Client:
Crimson Education
Year:
2025
Background
The Singapore Crimson Marketing team identified a significant portion of their acquired leads were coming in from organic and paid search channels, however, they weren’t converting as well when compared to other lead generation tactics.
Working with the SG marketing team, we determined that a custom nurture sequence could assist with helping to improve a prospects knowledge not just about the US college admission process, but also how Crimson Education provides assistance to Singaporean students.
Strategic Planning
Given the audience found the Crimson Education website through organic or paid search queries, we knew this audience was already looking to solve key questions and we begun reviewing key search terms to understand what content people were looking for and engaging with.
This gave us a framework to begin building out a lead nurture program that helped to provide prospects with answers to the most common queries that were being searched for - such as the impact compulsory military service has on a boy’s studies.
This nurture’s main objectives were:
Educate prospects based on key search queries by providing them with high-engagement content (e.g. ebooks)
Engage prospects by moving them towards becoming sales-ready.
Results
FY25 Revenue: NZD$1.8M
Consultation Requests: 23% increase compared to control
Avg. Open Rate: 60%