Over the past few years, I have closely collaborated with the network of children's football clubs 'Golaso.' During this time, the company has achieved significant results.
In 2020, the company had only 4 branches in Kazan. At that time, I began running paid advertising on Instagram.
In 2021, the company had grown to 7 branches in Kazan and 2 in Naberezhnye Chelny. In the same year, the company started selling franchises. Two franchise branches were opened in Volzhsky and Zelenodolsk.
In 2022, there were 9 branches in Kazan, 3 in Naberezhnye Chelny, 4 in Zelenodolsk and Volzhsky, 1 in Sabinsk, and 2 in Nizhnekamsk.
In 2023, there are 10 branches in Kazan and 3 in Naberezhnye Chelny. Additionally, the company is opening 2 new directions: 2 chess branches in Kazan, 2 in Naberezhnye Chelny, and 3 dance school branches in Kazan.
Alongside the growth of the company's own branches, there is an increase in franchise sales. 'Golaso' schools are now opening in Izhevsk, Ulyanovsk, Cheboksary, Alanya, Orenburg, Moscow, and Zelenograd.
In my role, I was responsible for paid advertising in three areas: B2C, B2B, and the personal brand of the leader.
B2C
I launched Instagram advertising aimed at attracting new customers. The average cost per lead was $3, with a click-through rate of 0.04%. My responsibilities included:
Developing a paid advertising strategy
Identifying and analyzing the target audience and its segments
Creating the ideal buyer persona
Writing advertising copy tailored to the goals and queries of the target audience
Preparing creative materials
Setting up advertising technically in the ad account
Testing various mechanics
Defining key metrics
Analyzing campaigns conducted
Adjusting the strategy to improve results
Running promotions to stimulate demand
During this work, I analyzed the customer's journey and provided consultations on improving business processes to enhance advertising effectiveness and increase purchases.
Results:
Achieving a stable cost per lead of $3.
Even for new branches in their first month of operation, the cost per lead remained at $3.
Attracting a relevant audience with an 80% conversion rate into purchases (among those who attended classes). Of those who registered by phone or messenger, 60% attended classes.
B2B
Through direct advertising, 2 franchises were sold at a cost of $1000 each. Additionally, 4 franchises were sold thanks to the personal brand of the leader: through an Instagram blog, a Telegram channel, and a website.
My main achievements in this project include:
Significant business growth, both in terms of company-owned branches and franchise sales. This wouldn't have been possible without attracting a large number of clients through advertising.
The ability to work with different geographical locations and understanding regional peculiarities, including in other countries. For instance, a hypothesis was applied that in poorer regions, the age of mothers is younger than in wealthier regions. This allowed for more precise targeting and acquiring more clients at a lower cost.
Creating a clear marketing system in the company that can be scaled and used in franchise branches.
The system includes:
A stable cost per lead, which remains consistent with the opening of new branches, allowing for accurate calculation of the cost of opening a new branch.
Knowledge of the cost per lead enables budget management. It can be increased to achieve more inquiries and reduced when occupancy rates are high.
Defining key metrics for the business model: lead cost, conversion rate to visit, and conversion rate to purchase. Since the business model relies on a subscription system, customer lifetime value (LTV) becomes a critical metric. To increase profitability, the business began working on improving these specific metrics using calculated formulas.
A metric calculation system where each branch is treated as a separate independent unit. This allows understanding which parameters affect demand in a given branch (location, gym equipment, proximity to kindergartens, etc.) and forecasting more profitable branch opening points.
Implementation of a reporting system in the company.
Implementation of script systems.
Currently, I continue to collaborate with the company, running advertising for its own football, dance, and chess school branches, as well as assisting in the opening of new franchise branches. The budget I allocate to various advertising campaigns according to the strategy is $2000 per month.
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