NCSA College Recruiting - Playbook Media

Huge gains in efficiency, lead growth, and lead quality for the leading college recruiting company

The Challenge(s)

Reverse the trend of lead volume and quality that jeopardized the goals of a 400-person sales team at the end of 2022.

<span data-metadata=""><span data-buffer="">The Playbook

Playbook’s proprietary account audit uncovered three areas of significant growth and performance opportunity:

A more effective mix of media channels, powered by predictive analytics
Platform-specific optimizations fueled by back-end data integration
New creative

Before Playbook began management of NCSA’s ad accounts, the brand was relying on last-touch attribution that diminished the value of NCSA’s brand. After leading a months-long project to clean and segment NCSA’s internal data, Playbook partnered with ChannelMix to develop customized real-time media mix models to inform the statistical impact of marketing efforts on revenue. With the media mix models implemented, Playbook redistributed NCSA’s marketing budget to maximize impact. Playbook complemented the models with in-platform lift studies for a complete picture of incremental growth per channel.

Results

1.8 x

Lead Volume Increase

15%

Cost-Per-Lead Reduction

20%

Growth in Qualified Lead Ratio

Playbook Media has been an essential partner in optimizing our media mix, developing creative that resonates with our core customer, and measuring the true impact of our paid marketing effort.