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|