CLIENT

The client an SVOD, SaaS company, sold software, their platform, to watch licensed Christian-themed videos on demand.  The platform contained licensed and original content that they would distribute throughout their platform.

CHANNELS

Paid Marketing: Facebook, Instagram, Search (Google and Bing), Display, YouTube, Pinterest, Verizon DSP, and Programmatic. 

GOAL

The primary Key Performance Indicator (KPI) of the service was TAC, Trial Acquisition Cost, which was the told amount of money it cost the company to acquire a trial customer; through paid, inbound, and outbound marketing; when comparing advertising spend to overall business expenses. Additionally, as the paid marketing director on this account, I was responsible for increasing subscribers month over month through 7, 14, and 30-day free trials while keeping churn (lost customers) below 10%, and upselling monthly customers to annual members.

CHALLENGE

The client wanted to scale all of their accounts by volume and TAC. In order to achieve this, I needed to balance the Cost Per Acquisition (CPA) by channel by scaling each account in overall spending. This was a challenge, as lower cost per acquisition usually limits scale.

The scope of this project was to utilize personas (consumer habits, personality traits, interests, and demographic and psychographic information)n to build out marketing plans that align with the interests, demographics, and specific attributes of these groups of users.

RESULTS

With 9 ad accounts including Facebook, Instagram, Search (Google and Bing), Display, YouTube, Pinterest, Verizon DSP, and Programmatic along with Blog, Organic Social, Email, Organic Search, and Influencer Marketing (Actors and Actresses) I was able to maintain growth while balancing a healthy CPA; Cost per Acquisition; of $26. This took into account the cost of prospecting new potential clients as well as remarketing to them to move them down the marketing funnel.