In our previous posts, we introduced you to our recent mobile pay-per-call case study, and unveiled the results of these highly successful campaigns. While it is clear from the results that mobile pay-per-call works, for many who have never used mobile marketing as a source of inquiry generation, there are a lot of questions around the process and best practices. So, we’re here to answer your burning questions!

How does a pay-per-call campaign work?

While not all pay-per-call campaigns will be exactly the same, here’s an overview of how the campaigns featured in the case study worked:

What is CUnet’s approach to the pay-per-call campaign?

Step 1:

CUnet’s Mobile Media Strategists create a customized plan for each school, comprised of only the mobile media products that will work best for the school based on their program offerings, target demographics, and the school’s ability to accept mobile data leads or inbound calls.

Step 2:

Technical and advertising execution are reviewed and approved by the school. This included items such as creative, interactive voice response (IVR) qualification, day part, geographic location (GEO), tracking, routing numbers, etc.

Step 3:

Prior to launch, CUnet’s Mobile Media Department determines media placement, tests tracking, and walks through the campaign with the school and school’s admissions team.

Step 4:

After launch, tracking and monitoring begin. Schools receive weekly reports and have access to a call tracking platform to monitor progress at their discretion.

Step 5:

After the first set of data is collected, CUnet is able to begin optimizing variables like day part, GEO, creative, carrier, handset, and call center feedback. Optimization continues throughout the campaign.

 

How can a school ensure their pay-per-call campaign is successful?

It isn’t enough to just post a mobile ad and hope for the best. In order for a mobile pay-per-call campaign to have the best chance of success, it needs to be done right. The three schools profiled in our case study took the right steps to ensure that they were set up for success. These included:

• Infrastructure: the schools all had a ready call center/ admissions team that could take inbound calls
• Training: admissions/call center teams were trained to respond to mobile inquiries
• Technology: three forms of technology were implemented throughout the mobile campaigns
• Media tracking and measurement technology (CUnet’s Sparkroom technology was used)
• Call tracking & recording platform (CUnet’s EnrollCall was used)
• Schools’ call centers and admissions teams also tagged and tracked mobile inquiries though their CRM (customer relationship management) systems
• Time: there was a waiting period of 60-90 days for the inquiry lifecycle to reveal conversion data; during that time, schools reported results back to CUnet for continuous campaign optimization

 

Ready to start exploring mobile marketing? Contact us today and we will help you through the process!

Tags: case study, Higher education marketing, mobile, mobile marketing, pay-per-call

This entry was posted on Tuesday, September 4th, 2012 at 10:47 am and is filed under CUnet, Mobile. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.