Executive Summary

A small, relatively unknown travel company wanted to not only prove a concept, but to also shape a new STEM-related travel program.  The program they wanted to shape was a multi-day program with a total cost of $1,500 per student.


  • Travel company had no outside sales team to help nurture and cultivate relationships with teachers.
  • Limited budget to spend on marketing.


The travel company used MCH data to target science, technology and math teachers in grades 8-11.  They obtained teacher email addresses and sent a survey asking for input on the idea of the program.  Tactics included a series of 4 emails to each teacher that encouraged participation in the survey.  Upon completion of the survey, the teachers were asked if they might be interested in planning a trip like the one mentioned.

Results, Return on Investment and Future Plans

The travel company not only obtained valuable information on shaping their STEM program, but they also built a robust database of hot leads.

Total Survey Completions 1407
Number of teachers planning to enroll 113
Number of teachers planning to enroll current year 72 (and growing)
Projected average group size 25
Potential Revenue $3 million