Children’s Lighthouse, a franchised early education company with 45 locations, was seeing lower than expected conversion rates for their social media ad spending through both Facebook and Google Adwords. PDIConsultants was asked to work with their advertising agency and local franchisees to help them evaluate their Internet and social media strategy. We completed a competitive positioning analysis, gained an understanding of their unique brand position, and researched the communication effectiveness. We determined that the organization had a unique differentiated position in the marketplace, but was not communicating this position to the consumer. Working with the organization, we developed a plan to update their website, Facebook Strategy and Google Adwords plan.

Results: Utilizing the new marketing strategies, we were able to increase their click through rates by 100% while reducing their advertising spend by 35%. We also increased their conversion rate by 200%.