Objective.
The Crimson US marketing team is focused so heavily on day-to-day marketing activity, leaving them with little opportunity to strategically think about the long-term experience Crimson US should deliver to it’s leads.
A top-funnel lead nurturing program was required to help educate newly acquired leads on Crimson’s value propositions, on the challenges students are facing with college admissions, while moving them towards booking a consultation.
Client:
Crimson Education
Year:
2024
Background
Crimson Education is the world’s leading university admissions company that supports students with gaining admission to the most competitive universities - including Oxford, Cambridge, Yale, Princeton, Harvard, and more.
With thousands of form submissions each day, the US marketing team required a top-funnel nurture program that ensured newly acquired leads were given the best introduction to Crimson’s knowledge, services, and offerings in a local, and specific way.
Strategic Planning
It was determined early on that for the majority of top-funnel leads the book a consultation requests were coming too hard and fast in previous email series, and instead, we should be prompting people to try out Crimson’s services on more short-term focused activity such as application essay reviews.
With that, there were two main objectives for this top-funnel nurture
Reaffirm Crimson’s expertise by pointing people towards high-engagement content (e.g. ebooks, case studies)
Push people to Crimson’s short-term offerings where appropriate
Results
FY25 Revenue: NZD$3.5M
49% increase in revenue compared to previous nurture sequence
Avg. Open Rate: 63%