Case Studies

Transforming Campaign Management

Sylvan Learning is the leading provider of tutoring and supplemental education services to students of all ages and skill levels. Over 1,100 company owned and franchised learning centers across the U.S. and Canada.

Challenges

Sylvan Learning is evolving to a “state based” marketing model that focuses on customer conversion through specific stages of the “sales funnel”. To support this strategy, Sylvan wanted to implement automated marketing campaigns that target particular customer “states”.

Approach

Implemented Aprimo Marketing Campaign Management 8.0.5

Integrated with custom IMPACT Customer Relationship Management Solution

Integrated with ECHO marketing fulfillment partner

Developed 4 “State Based” Marketing Campaigns

Integrated Portal for Franchisees

Created ~12 Corporate facing reports to track campaign activity, conversion and other key performance metrics

Results

Consistent and timely marketing messaging through automated campaigns increased customer conversion and improved reactivation of old customers

A centralized marketing platform to standardize Sylvan’s marketing processes globally increased marketing efficiency and marketing visibility, while reinforcing brand consistency

One centralized marketing database directly integrated with IMPACT that will eventually contain ~6 million audience members and reduce the manual effort to pull lists from multiple sources

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