FROM LOCKDOWNS TO LEADS: A COVID-19 CASE STUDY
**THE CHALLENGE** During Vietnam's lunar new year celebrations, information began to emerge from China regarding COVID-19. Just two weeks later, schools throughout Vietnam were closed, and the country was placed under a national lockdown. With outdoor advertising off the table and budgets slashed, we faced the task of generating even MORE leads with a LOT LESS funding.
**THE SOLUTION** After the pandemic struck, competition in the Google Ads arena skyrocketed as international schools pivoted to digital marketing, driven by parents' concerns about the future and their focus on updates related to COVID-19. This shift led to nearly a 50% drop in search volume for international schools almost overnight, prompting the need for a fresh approach. We began by updating our ad and landing page content, adopting an optimistic tone that emphasized preparing children for the future through continuous learning, regardless of whether it was in-person or remote. To stay ahead of the competition, we utilized various tools to anticipate changes in search volume. Additionally, we tailored our campaigns for all three schools by language and grade level, requiring the creation of numerous new ad campaigns and landing pages. Remarkably, this transformation was achieved within days, not weeks or months, thanks to Omega’s Triple-A service, which is agile, adaptable, and aligned.
**THE RESULTS** Throughout the 2019-2020 academic year, we successfully generated a total of 1,370 leads, with 51% converting into full inquiries, totaling 699 inquiries. Our efforts were responsible for 89.12% of all digital leads for the project across the three schools. Beyond just leads, our ads and landing pages resulted in 41 direct inquiries, 382 applications, and 142 phone calls. We excel in lead generation within the education sector. Our bold, committed, and dynamic approach ensured that our clients not only weathered the challenges of COVID-19 but flourished.