Case Study 3

language
testing international

Language Testing International (LTI), is the exclusive licensee of ACTFL assessments, together they administer language tests in more than 120 languages in over 60 countries. The assessments are used to evaluate an individual’s language proficiency and ultimately provide a valid and defensible language credential. LTI, a Samsung company, is widely recognized as the industry leader among key audiences in academic (K-12 as well as Higher Ed), commercial, and government sectors. PIP has worked with LTI since 2018, and is their full-service partner providing email, social media, and event marketing, as well as digital marketing management.
Language Testing International Logo

The Challenge

LTI’s large audience was backed by its solid position in the marketplace. However, lacking a content marketing strategy, the company was looking for a way to generate a greater volume of high-quality leads amongst schools, commercial accounts and individuals who would benefit from either offering, or taking an LTI administered test.

The Game Plan

Promote to educators, businesses, and individuals the importance of obtaining language certification, to demonstrate a level of proficiency for increased employment opportunities and wage potential.

The Tactics

  • Develop and execute an integrated marketing campaign plan for all markets (digital, social media and video production)
  • Define customer personas and outline their journey for each market segment
  • Execute on content marketing and messaging
  • Deploy email marketing campaigns
  • Provide sales support including customer experience training/onboarding
  • Event and conference planning

+ 18% Year Over Year Sales Revenue

This ongoing campaign has exceeded expectations, with total metrics showing that it continues to provide a positive return on investment.

Impressions

  • 1.8 M

CTR (Click-thru rate)

  • 0.26%

Total Spend

  • $10,555.41

Conversions

  • 1,262

CPA (Cost/acquisition)

  • $8.36

Attributed Revenue

  • $23,000

Impressions

  • 12M+

CTR (Click-thru rate)

  • .77%

Total Spend

  • $950/month

Conversions

  • 11/month

CPA (Cost/acquisition)

  • $85.12

Attributed Revenue

  • $1500/month

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