Marketing Audit shaves $000’s off marketing budget
The brief
A national education provider was spending hundreds of thousands of dollars on marketing but not getting the required return in terms of course enrolments. Unsure of what aspects of its marketing spend were justified and what was in fact working, the organisation sought direction on how to approach its marketing moving forward.
The Synthesis approach
Synthesis immediately conducted a marketing audit, where we reviewed our client’s marketing strategy, target markets, and marketing timetable. We also paid particular attention to how leads were being generated, the sales processes overall and the internal systems in place to convert leads into enrolments. Finally we reviewed the organisation’s marketing collateral.
The results
The recommendations contained in our Audit Report included trimming $000’s from the organisation’s marketing budget. Where previously a mass marketing strategy had been used, we recommended a more targeted approach enabling the organisation to engage more readily with potential students and key influencers.
Further recommendations included a reallocation of resources, re-use of existing materials and significant changes to the scheduling of marketing programmes. By reprioritising and shifting focus
our client has seen a dramatic and immediate improvement in the number and quality of leads generated.
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