What did they come to us wanting? (They wanted…)
Driven by heart and backed by science, for more than 25 years, the Flippen Group has leveraged neuroscience, psychometrics, and adult-learning technologies to bring out the best in school districts, Fortune 500 businesses, government organisations, and professional sports teams.
We have been working with the Group for a few years now on two of its core brands - Teachworthy and Capturing Kids’ Hearts. In 2018, The Flippen Group acquired a well-known and established education brand, ACT, and wanted to drive it forward under its new name: Teachworthy. Having worked with another TFG brand for the previous twelve months, they engaged us to firstly help launch Teachworthy then bring applicants into their certification programme.
What did that actually translate to? (That really meant…)
In short? A stellar SEO (search engine optimisation), PPC (pay per click ads) and CRO (conversion rate optimisation) project.
What did we actually do to achieve this? (So, we got to work…)
Designed to support people, who fit a certain criteria, through their teacher training, Teachworthy has earned a name for itself as the place to go for an alternative Texas Teacher Certification.
Over the past four years, we’ve created and optimised an approach to Google and Facebook Ads, as well as technical SEO optimisation strategies, to continually increase relevant search traffic and the number of candidates applying to the programme through the website.
Our very own King of Clicks, Tom Kelly, took over the account in December 2021. Looking at the bigger picture, attention was turned to their website and where interested parties land and apply. User experience was improved on the mobile site too making navigation a breeze, and continuing the upward curve of improved results we were seeing.
Taking that approach over to the desktop site, improvements were made to general user flow, and the application process itself was updated. All stages in a process of constant development, an evolution that comes back to evaluation and enhancements made consistently throughout our on-going client relationship.
What results were generated by this strategy/product development? (Did it work?)
Year-on-year, Tom’s approach to PPC has increased the number of applications by 20%, and reduced overall spend by $100,000, massively minimising cost per lead.
2022 saw Teachworthy receive 9% more applications compared to 2021, despite spending $50,000 (17%) less on paid advertising across the year.
Following this success, we’ve also addressed the number of applications and the quality of the candidates applying. The criteria to be accepted onto the programme is very specific, for example in March this year (2023), out of 396 applications only 164 went on to become enrolled. Hitting higher numbers for enrollment this year than Teachworthy did in total applications last year.
As a reflection, the year to date (2023) is currently tracking 70% higher for applications after a successful scale throughout 2022. Also maintaining our cost per applications as spend is currently up 66%.