GradGuard: Marketing Case Study

Problem

GradGuard faced a few challenges:

1. After a year of substantial growth, they needed to maximize policy volume across all channels during their summer peak season.
2. They had only tested email list retargeting in the past and needed a strategy to fully leverage the power of paid social media to maximize their policy volume and brand awareness.
3. Their marketing team couldn't manage digital advertising effectively.
4. Key Performance Indicators (KPIs) included increasing policy volume and generating meaningful social proof.

Approach

To address these challenges, the following strategies were implemented:

1. Omni-platform campaign: Advertising was carried out on Facebook, Instagram, YouTube, Pinterest, and LinkedIn.
2. Interest-Based (IB) and Retargeting: Prospecting new IB audiences and retargeting last season's customers with attention-grabbing creative optimized for each platform.
3. Affinity: Testing affinity-driven campaigns by targeting the top 5 schools with ads containing their school's colors and segmented messaging.

The implemented strategies yielded impressive results:

1. An 18% increase in tuition insurance conversions.
2. Over 100,000 YouTube views.

These results show that a well-planned, omni-platform approach and targeted advertising can effectively increase policy volume and brand awareness in the competitive student insurance market.