Attracting new customers through referrals for an early learning centre.
Monale Growth Plan
Although ToBeMe's customer experience was exceptional, it wasn't enough to attract new customers. Instead of losing them to savvy digital marketing by competitors, ToBeMe needed its own. The challenge was that there was no marketing data for us to draw from. No defined target customers. Just hundreds of happy mums who continuously referred the ToBeMe brand to other Mums. And that's how the idea of 'Share the Love' came to life.
Our solutions aimed to do two things: 1. Through a Growth Plan for ToBeMe, we bypassed typical lead generation tactics and poor brand awareness by focussing on relationships and referrals. 2. After identifying ToBeMe's target personas, we created an integrated campaign to encourage word of mouth referrals through mum-get-mum referrals.
Without dedicated KPI's, campaign success is usually dependant on likes and followers, which wasn't as important to ToBeMe as attracting new customers. We equipped the internal team with a campaign plan and identity that articulated key launch channels. And our digital strategists also created audience types to test and implement on Meta, with specific metrics and realistic targets provided for ongoing monitoring.
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