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Decisions and Mini-Cases

Which marketing orientation is best.

In this activity, students are presented with a discussion from a manager’s meeting for a new manufacturer of bicycles. The students’ task is to determine which marketing orientation/philosophy they should adopt.

Developing a Marketing Mix

In this exercise, students select the most appropriate marketing strategy and then develop a suitable marketing mix, based upon a proposed new chain of Italian and pizza restaurants.

Developing a Strategy and a Marketing Mix

In this activity, students develop an appropriate retail design and connected marketing mix for a potential new restaurant. Multiple thought-starters are provided for students.

Using the BCG Matrix

In this mini-case study, students are required to allocate $250m in funds across a firm’s four strategic business units, using the BCG matrix as their primarily guide.

What’s the Best Strategy Choice?

In this mini-case study, students need to select the best growth strategies, for a producer of cheeses, from a choice of seven options.

Choose the Best Strategy

This student task is to evaluate a bank’s strengths, assess its dynamic environment, and then select the most suitable strategy direction for them to continue to expand.

Should We Broaden Our Product Offering?

In this exercise, students assess the for and against of a franchised food retailer broadening their product range, as the proposed move has both opportunities and substantial risks.

Making a Marketing Strategy Choice

This is a mini case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. The student task is to determine, based on the information available, the best approach for the firm.

What’s the Best Marketing Strategy?

In this mini case study for a manufacturer of pasta, students are faced with evaluating a choice of four strategic options – which one will they choose?

Impact of Management Values on Strategy

The student task is to identify whether the management style of the CEO would influence the firm’s decision to pursue new products. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented.

An Education Marketing Case Study: How This School Met Their Goals

By: Bella Mello on October 14, 2020

This is the story of how a Bay Area school transformed their marketing strategy to reach their target audience using Hearst Bay Area's suite of marketing tactics.

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The Marin School , an independent college preparatory high school, has been serving students since 1980 with small classroom sizes and a collaborative learning approach. Between competition from other schools in the area, relocating the campus to a different city, and program and staff changes, The Marin School wasn’t seeing the admissions numbers they had been in years past.

They soon realized the root of their challenge: unfortunately, their existing advertisements weren’t getting in front of the right people. As a result, the school decided that they needed to find a better way to reach likely applicants, which is when they turned to Hearst Bay Area for guidance.

Less than a year after partnering with Hearst Bay Area, The Marin School revamped their entire advertising strategy. The new digital ads had more focused targeting, stronger messaging, and new creative that showcased what makes their educational experience different from other schools nearby.

This is the story of how The Marin School successfully met their admissions goals despite working in an extremely competitive space.

Reaching an audience in a competitive environment is tough, no matter the industry.

And as an educational institution, it’s especially competitive, since it’s such an important decision for prospective applicants and their families.

Effective messaging in a competitive environment will almost always showcase what makes an organization unique. And for digital ads to be successful, they need to get in front of the right people - which in this case are families looking for the best fit school for their children.

The Admissions and Marketing teams at The Marin School knew that their current strategy of relying heavily on direct mail marketing and print advertising wasn't getting them the level of interest they wanted.

With these broad-facing tactics, they couldn't reach their rather specific target audience: local families with children in a particular age range looking for an educational experience like what The Marin School offers.

They knew that they wanted to spend their advertising budget more effectively to generate more awareness and interest and subsequently increase the pool of interested applicants.

They reached out to Hearst Bay Area for help with a new strategy.

To maximize admissions interest and sign-ups for The Marin School's fall open houses (pre-COVID-19), Hearst Bay Area built a media plan customized to reach their ideal audience.

Initially, in March 2018, Hearst Bay Area started a campaign that consisted of email blasts, print, and display advertising. This approach offered promising initial results, but there was still room to optimize. In 2019, the Hearst Bay Area team pivoted to the strategy that ultimately worked best for the school.

After conducting extensive research on the Bay Area educational market, the Hearst Bay Area team, led by Account Executive Karl Nickenig, put together a detailed targeting strategy.

Targeting parents in Marin and San Francisco, Hearst Bay Area helped refine the audience, whittling down the pool by age group, location, and online behavior. The team focused on families in Marin County searching for schools with the attributes that The Marin School has.

The team also introduced geofencing as a way to target people in certain areas. With their refined targeting strategy ready to go, Hearst Bay Area and The Marin School deployed a mix of programmatic display ads , paid search, and social media advertising .

Programmatic Display

The display ad copy and creative featured a call-to-action that focused on driving physical conversions into the location for tours and open houses (when still possible, pre-COVID-19) and encouraged people to navigate to the website to learn more about the school.

Phillip Goupille, Digital Performance Manager, continually tracked each of the campaigns and optimized based on what was working. The ad collateral was updated every three to six months to avoid over-exposure and ad fatigue.

Paid Social Media

On Facebook and Instagram , the Hearst Bay Area team had the same objectives: to drive website traffic and campus visits.

Kindley Wong, Paid Social Media Strategist, created Facebook Lead Ad campaigns which use a form to generate leads quickly, along with landing page ads meant to drive traffic to the website.

Adapting to COVID-19

Once the shelter-in-place order hit in March 2020, Hearst Bay Area worked with the school to adapt. Rather than encouraging in-person visits, the team pivoted the advertising strategy to promote The Marin School’s new virtual tour.

Hearst Bay Area also used this time to assist The Marin School with their website – revamping copy and design for better usability and visitor experience.

Hearst Bay Area and The Marin School were aligned throughout the process. Both parties agreed that they needed to focus on reaching their target market, and Hearst Bay Area utilized our in-house research and targeting capabilities to do so.

The Marin School team members had a kick-off call with each person involved from Hearst Bay Area to ensure that everyone working on these campaigns clearly understood their goals. These initial kick-off calls were an essential piece of building such a solid relationship and made it easy to have open communication both ways.

“Karl and the team were really helpful in ways that go above and beyond. In addition to our project, they included helpful suggestions for our landing page and solving problems with our web platform,” noted Sierra Antonio, Director of Admissions and Marketing at the Marin School.

She continued, “This team is great. Helpful, patient, responsive, friendly. No one else is as helpful or supportive and easy to work with.”

During the process, Hearst Bay Area and The Marin School team communicated regularly and optimized based on which ads were performing best – they were also able to quickly adapt once COVID-19 changed circumstances.

In Fall 2019, after the first round of display and social media ads , The Marin School saw a packed Fall Open House.

The display ads increased in impressions by 217% year-over-year and clicks increased by more than 1200%. They also saw an 84% increase in social media reach, which increased website visits and leads.

The expanded awareness translated to more on-site visits and tours, and a successful Fall Open House.

Sierra shared after their first event that they experienced “the best numbers in recent history, and our next event is almost full too!”

She went on to note, “You can tell when our campaign starts because our phone starts ringing!”

Of course, the work didn’t stop once The Marin School exceeded their goals. Hearst Bay Area provided detailed reporting which showed the extent of The Marin School's return on investment.

The reporting was a big plus for Sierra, as she noted, “The team provided me with excellent reporting that’s easily translatable.”

Ultimately, despite their initial challenges, coupled with the pandemic changing learning and in-person visits, The Marin School saw the best open house numbers in recent history, and the increased admissions interest they were looking for.

Hearst Bay Area is proud to partner with an incredible educational institution like The Marin School in San Rafael. We hope to continue working with them to reach more families for many more years to come.

Thank you to The Marin School!

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Digital Marketing Case Study – The Teachers’ Hub

The Teachers' Hub - Maximizon Digital Marketing Case Studies

Maximizon Digital Marketing Case Studies – Another one! We’ve done it again…

The Teachers’ Hub is a specialist recruitment agency helping teachers in the East Midlands area find school vacancies. Becca and the team specialise in finding the right schools for applicants and vice versa. Maximizon worked with The Teachers’ Hub on a specific SEO campaign, providing specialist content and web solutions .

Our main focus on the project was SEO and increasing the organic ranking of The Teachers’ Hub. We worked with their management team to design and craft bespoke blogs targeted at a local audience, as well as build a localised Google My Business profile. It was agreed beforehand that the campaign would target the local Derby area. Prospective teachers and schools can browse the website, read about the excitement of what it is like to be a teacher, and, more importantly, learn what vacancies and specialist positions are up for grabs. If a supply teacher is looking for a role, Becca will be able to provide the info.

What was the aim?

As a B2B operation, the main goal was to encourage clients to navigate towards the contact form of the site and get in touch with the management team by filling out a form. The website visitor would then reach a thank you page which would let them know that their form had been completed. From there, Maximizon would be able to gauge the amount of traffic that has reached the site and use analytics to assess page views and leads reached from an organic sector.

The agreement was set, and whilst Becca was still actively beavering away interacting with clients and referrals, the Maximizon team put together a plan of action to write compelling and articulated copy designed to attract the best teachers and schools in Derby and the East Midlands to The Teachers’ Hub.

Research & Delivery

Maximizon are well-known for taking the client’s ideas and concepts and delivering on the brief. Our Maximizon Digital Marketing Case Studies highlight that. Whether it be web design or content creation, we like to hit the mark, and it’s not often we miss. When the proposal went to Becca to suggest that we write content and copy aimed at teachers and schools, the content team was confident that we would hit the nail on the head. Not only did we need The Teachers’ Hub organic ranking to increase, but there had to be a consistent conversion rate on top of that. Writing compelling and persuasive copy that would entice prospective teachers to fill out the contact form and start a new vocation at a new school was necessary for the campaign to work. So how did we do it?

To do this, we began by having face-to-face meetings to understand the business’s brief and needs. This allowed us to go away and research competitors, search terms and popular vacancies. Because there was an aim of increased localisation, we had to look at local keywords and specific interests in the area. This would help us write the blogs and focus on the local area. Being a Derby-based digital marketing agency gave us the edge over competitors in terms of our research. But to do the right keyword research, you have to understand what keywords people are searching for and what they want to find from them. As we have learned over the years, resources rank better than products!

Brainstorming sessions

We came up with several different concepts and ideas for the blogs and presented the suggested titles and ideas to the client for approval. The personalisation factor was already in place, but we realised that the management team at The Teachers’ Hub needed to sell themselves as much as the service. Becca is the one that does all the communication, so prospective clients should get to know her, as well as what the company offers. This allowed us to focus on writing the blogs in Becca’s style and adopt a personal approach. Writing in a corporate tone would have sent out the wrong message and been inconsistent with the rest of the website and the approach Becca and her team took.

Once the titles were settled on, our content writing team went to work on creating the bespoke and compelling copy, using a combination of modern SEO techniques, as well as combining the research and know-how of the East Midlands area to provide 2 articles per month.

Once complete, both Maximizon and the client read through the content thoroughly until everyone was happy. Then… the copy was published and the platforms and submitted to Google’s search index platforms.

Visit theteachershub.co.uk to have a look for yourself.

Attracting customers to Derby

To further bolster The Teachers’ Hub and its offering to customers, we helped them create a Google My Business page, meaning the website and company showed up to anyone searching in the East Midlands. This helps with local SEO, particularly in Derby and would be the first point of call to customers having a look if they were searching locally.

It uses a targeted model as a business profile, meaning you can see opening hours, location data and any FAQs and recent updates. It is effectively another social media profile and is integral to the online aspect of your business.

You can see what we mean by viewing The Teachers’ Hub profile here .

The results

The results were epic. In an initial 2-month burst, The Teachers’ Hub page views shot up by 332%. The time spent on each page by each user increased to over a minute, meaning the user was enjoying what they were reading. After the campaign started, 70% of the visitors were New Visitors, meaning that the website was acquiring a new audience with the keywords it was beginning to rank for. The number of keywords the site was ranking for also increased, with ‘teacher jobs derby’ and ‘derby teacher vacancies’ both breaking into the Top 30 almost immediately.

Get in touch today with Maximizon

Want to know more about what an SEO campaign with this digital marketing agency entails? Get in touch with Maximizon by filling out the contact form. You don’t have to be based in Derby or the East Midlands; we’d help you out wherever you are. We’d love to hear from you regarding your digital marketing needs, whether it be Web Development or Content Writing. See more Maximizon Digital Marketing Case Studies by checking out our portfolio here .

Digital Marketing Case Studies for Education Industry

by Digichefs | Oct 24, 2022 | Blog , Digital Marketing | 0 comments

Creating a brand identity in the education market requires selling content in the most straightforward and easy-to-understand way possible. As a result, many educational businesses see LinkedIn, Instagram, and Facebook as excellent marketing platforms. If you want to know more about how the education sector utilizes digital marketing strategies then you should check out our case studies of our clients from the education industry.

The Indian Institute of Management Kozhikode is an autonomous public business school located in Calicut, Kerala. The objective was to gain maximum leads for PGP in Business Leadership and IIM CAT registrations. We used advertising platforms like Facebook, Instagram, Google & LinkedIn to generate leads for their program and the CAT entrance exam. Generated 250 leads monthly for the leadership program at a CPL of Rs. 700-850. Generated 2000+ leads monthly for CAT Registrations at a CPL of Rs. 100.

By providing programs on cutting-edge technologies and functional domains that are essential for their success, our next customer, Holistic Skills , is playing a crucial role in addressing the training needs of people, businesses, and institutions. We built a simple and sober website by setting up all of the key pages and ensuring that all technical features such as Page Speed/Mobile Speed Optimisation, Social Media Integration, Contact Form, Conversion Rate Optimisation, and so on were successfully performed.

The entire project was finished successfully, and the website went live 45 days after the client’s commitment.

Somaiya Vidyavihar is a multidisciplinary educational facility that serves more than 39,000 students in a variety of academic fields. Our conversion tactics were successful, and we soon began to receive a good amount of leads at a lower CPL than anticipated. 8,752 leads were achieved for engineering. 810 leads were achieved for sports.

Arena Animation is an animation and multimedia education firm that has trained over 450,000 students over the past 23 years. Their goal was to test a hyperlocal campaign that would deliver leads to certain centers to enhance their student base in those centers.

Generated up to 85% SoV in some places, with an average SoV of 65%. Generated tailored leads for each center to maintain enrollments and saved media funds that were often parked with traditional advertising without measurable returns.

If you’re interested in learning more about how these education businesses were able to use digital marketing effectively, then read this article .

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Using Case Studies to Teach

Why Use Cases?

Many students are more inductive than deductive reasoners, which means that they learn better from examples than from logical development starting with basic principles. The use of case studies can therefore be a very effective classroom technique.

Case studies are have long been used in business schools, law schools, medical schools and the social sciences, but they can be used in any discipline when instructors want students to explore how what they have learned applies to real world situations. Cases come in many formats, from a simple “What would you do in this situation?” question to a detailed description of a situation with accompanying data to analyze. Whether to use a simple scenario-type case or a complex detailed one depends on your course objectives.

Most case assignments require students to answer an open-ended question or develop a solution to an open-ended problem with multiple potential solutions. Requirements can range from a one-paragraph answer to a fully developed group action plan, proposal or decision.

Common Case Elements

Most “full-blown” cases have these common elements:

Case assignments can be done individually or in teams so that the students can brainstorm solutions and share the work load.

The following discussion of this topic incorporates material presented by Robb Dixon of the School of Management and Rob Schadt of the School of Public Health at CEIT workshops. Professor Dixon also provided some written comments that the discussion incorporates.

Advantages to the use of case studies in class

A major advantage of teaching with case studies is that the students are actively engaged in figuring out the principles by abstracting from the examples. This develops their skills in:

Guidelines for using case studies in class

In the most straightforward application, the presentation of the case study establishes a framework for analysis. It is helpful if the statement of the case provides enough information for the students to figure out solutions and then to identify how to apply those solutions in other similar situations. Instructors may choose to use several cases so that students can identify both the similarities and differences among the cases.

Depending on the course objectives, the instructor may encourage students to follow a systematic approach to their analysis. For example:

An innovative approach to case analysis might be to have students role-play the part of the people involved in the case. This not only actively engages students, but forces them to really understand the perspectives of the case characters. Videos or even field trips showing the venue in which the case is situated can help students to visualize the situation that they need to analyze.

Accompanying Readings

Case studies can be especially effective if they are paired with a reading assignment that introduces or explains a concept or analytical method that applies to the case. The amount of emphasis placed on the use of the reading during the case discussion depends on the complexity of the concept or method. If it is straightforward, the focus of the discussion can be placed on the use of the analytical results. If the method is more complex, the instructor may need to walk students through its application and the interpretation of the results.

Leading the Case Discussion and Evaluating Performance

Decision cases are more interesting than descriptive ones. In order to start the discussion in class, the instructor can start with an easy, noncontroversial question that all the students should be able to answer readily. However, some of the best case discussions start by forcing the students to take a stand. Some instructors will ask a student to do a formal “open” of the case, outlining his or her entire analysis. Others may choose to guide discussion with questions that move students from problem identification to solutions. A skilled instructor steers questions and discussion to keep the class on track and moving at a reasonable pace.

In order to motivate the students to complete the assignment before class as well as to stimulate attentiveness during the class, the instructor should grade the participation—quantity and especially quality—during the discussion of the case. This might be a simple check, check-plus, check-minus or zero. The instructor should involve as many students as possible. In order to engage all the students, the instructor can divide them into groups, give each group several minutes to discuss how to answer a question related to the case, and then ask a randomly selected person in each group to present the group’s answer and reasoning. Random selection can be accomplished through rolling of dice, shuffled index cards, each with one student’s name, a spinning wheel, etc.

Tips on the Penn State U. website: http://tlt.its.psu.edu/suggestions/cases/

If you are interested in using this technique in a science course, there is a good website on use of case studies in the sciences at the University of Buffalo.

Dunne, D. and Brooks, K. (2004) Teaching with Cases (Halifax, NS: Society for Teaching and Learning in Higher Education), ISBN 0-7703-8924-4 (Can be ordered at http://www.bookstore.uwo.ca/ at a cost of $15.00)

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Marketing Case Studies Teaching Resources
Browse marketing case studies resources on Teachers Pay Teachers, a marketplace trusted by millions of teachers for original
Case Startup Kit: Marketing
Case Startup Kits are designed to help aspiring case teachers start using cases in their courses. ... When Your Brand Is Racist (HBR Case Study and…
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The concluding point is that educators in marketing must learn not only to build effective case studies, but also to measure the efficiency of case study
Decisions and Mini-Cases
This is a mini case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. The student task is to
An Education Marketing Case Study: How This School Met Their Goals
This is the story of how a Bay Area school transformed their marketing strategy to reach their target audience using Hearst Bay Area's suite of
Digital Marketing Case Study
Digital Marketing Case Study – The Teachers' Hub · Research & Delivery. Maximizon are well-known for taking the client's ideas and concepts and
Marketing Case Studies
Investigate real-world marketing successes and failures with our marketing case studies, articles, exercises, and notes.
Digital Marketing Case Studies for Education Industry
Somaiya Vidyavihar is a multidisciplinary educational facility that serves more than 39,000 students in a variety of academic fields. Our
Using Case Studies to Teach
Case studies are have long been used in business schools, law schools, medical schools and the social sciences, but they can be used in any discipline when
Education Marketing Case Studies
Successful Outcomes: MarketingWorks Client Case Studies · Education Market Research & Analysis · Education Marketing, Creative & Conference Management · Education