DMS Success Story: Driving More Calls From Highly Engaged, In-Market Consumers

DMS Success Story:

Pay-Per-Call Campaigns Delivered Motivated, Inbound Callers

Background

A leader in online healthcare education was diversifying their media mix to test innovative marketing tactics.

Challenge

Digital Media Solutions (DMS) was tasked with generating incremental, high-quality, highly targeted leads from individuals interested in enrolling in academic programs. It was essential the calls be trackable so performance metrics could be easily calculated.

DMS Solution

Using program-specific, branded creative, DMS Digital Agency launched a click-to-call, pay-per-call campaign to connect motivated prospective students directly to school representatives.

During only active call center hours, calls from a geo-targeted audience were generated through a variety of channels with a focus on generic search marketing and branded social and display ads. Before being delivered to call center agents, all calls passed through a quick, interactive voice response (IVR) qualification system to filter out individuals not directly inquiring about enrollment and program options.

The client paid only for calls lasting a duration of two minutes or longer, with the timer beginning after the IVR qualification process completed.

All Calls Were Tracked

All inbound calls were tracked through the implementation of a whisper and call forwarding feature. The whispered messages and forward numbers allowed the call center to appropriately identify and log the lead sources. The client’s customer relationship management (CRM) system records were automated to include the source of each call, and that data was passed back to Sparkroom, the proprietary marketing technology used by the client and DMS Digital Agency for performance tracking.

Results

During the first quarter after launch, the client saw a 15% conversion rate. Anticipating continued success, the client increased their budget for this initiative by 300%.