Overview
Digital Media Academy (DMA) is all about igniting curiosity and creativity through STEAM education. When they set out to launch Global Innovation Race (GIR) 2024, the goal was simple: get people excited and engaged on a global scale. Through a smart blend of B2B and B2C marketing strategies, eye-catching content, and a powerful program, DMA aimed to make an impact—and we were ready to help them get there.
The Challenge
DMA needed to:
- Launch Global Innovation Race (GIR) 2024 with a global B2C and B2B audience in mind.
- Boost brand awareness, spark engagement, and create real connections.
- Build a pipeline of eager educators and students through a multi-channel marketing strategy that delivers serious results.
- Ensure efficient tracking of campaign performance and pipeline growth to optimize results.
The Solution
1) Collateral Creation & Growth Marketing Strategy:
- Designed webpages, course templates, and program materials that not only looked good but made everything easy to access and understand.
- Launched a B2C Performance Max Google Ads campaign that generated 61,232 impressions and 4,643 clicks, leading to $220,800 in new pipeline.
- Got LinkedIn buzzing with B2B posts averaging 250 impressions and a 20.08% engagement rate—solid numbers that kept people talking.
- Automated social media posts on Instagram using Airtable and Make.com, ensuring DMA’s B2C brand stayed fresh and visible across platforms.
- Set up Google Tags to track key metrics and ensure accurate pipeline tracking across all digital touchpoints.
- Created detailed reports in Google Looker Studio, providing real-time insights into campaign performance and pipeline growth.
3) Email Marketing & Application Pipeline:
- When you’ve got 43,000 B2B subscribers, you better give them something to read. The bi-weekly DMA Newsletter hit a sweet 37% open rate (because who doesn’t love good content?) and a 3.8% click-through rate.
- And for the real impact? We drove 7,683 new users to the GIR landing pages, leading to 157 applications and a new pipeline of $1,083,300. Not too shabby, right?
The Results
- Global Innovation Race (GIR) Wins: With 157 applications and a $1,083,300 pipeline, the campaign delivered where it mattered.
- Google Ads Delivered: The Performance Max campaign racked up 61,232 impressions, 4,643 clicks, and $220,800 in new revenue.
- Brand Awareness Skyrocketed: A cool 278,122 impressions across platforms and 20,286 interactions. DMA’s brand got some serious attention.
- LinkedIn Stats: 250 impressions per post with a 20.08% engagement kept DMA top of mind for key audiences.
- Automation: Automation using Airtable and Make.com streamlined social media management.
- Tracking & Reporting: The use of Google Tags and Looker Studio reports provided real-time insights into campaign performance and pipeline metrics, ensuring data-driven decisions.
Conclusion
By combining a strategic marketing approach with a thoughtful brand presence and advanced tracking, Global Innovation Race 2024 gained significant traction. The program attracted applications and built global engagement, achieving strong results through targeted campaigns, insightful reporting, and effective content.
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