MTS is the first training school in Italy for Mechanics and Engineers aiming to become professionals in Motorsport.
The school's goal is to generate highly specialized professionals who meet the demands of the racing market. Motorsport Technical School collaborates with Yamaha Factory Racing, Ducati Corse and Porsche Carrera Cup Italia.
Margin on services sold compared to the previous year
Courses sold out in 2 months
Potential new students
MTS's communication did not effectively convey the company's values and distinctive elements.
There was no strategy to manage all leads acquired through advertising campaigns.
Some courses promoted by MTS were being sold with extreme difficulty compared to the rest of the educational proposal.
Advertising campaigns were not properly optimized.
There were no data analysis tools to properly evaluate the effectiveness of the marketing initiatives promoted.
Create a high-impact UVP that would make the user immediately understand the potential and authority of MTS courses.
Redesign the advertising campaigns by splitting them by specific course.
Create all trackers with the goal of understanding exactly where the leads are coming from.
Implement lead nurturing email flows to increase MTS's awareness to potential students and generate independent enrollments.
Implement a CRM for contact and sales management, supporting the work of the sales department.
Optimize telephonic lead management processes.
After establishing the details of each goal, we divided our activity into several steps of intervention:
Having assessed the situation, we were able to define the differentiating elements of MTS's offering and the levers to be used in the promotion and sales phase.
The result was the creation of the MTS Marketing Plan, a strategic document of more than 200 pages containing a clear plan of actions, objectives and strategies to be deployed.
New CRM System
We performed a CRM setup from scratch, since the company was not using it. By defining the customer journey, analyzing and dividing the stages of prospect management, we enabled MTS to manage all sales opportunities generated by advertising campaigns in a smooth, automated and structured manner.
New Marketing Automation Systems
We redesigned email nurturing processes to increase MTS's awareness and authority in potential students. We also reworked the telephone sales processes together with the sales department. This resulted in a 30 percent reduction in negotiation time and a 25% reduction in phone calls needed to convert leads.
Logo restyling
The Logo of MTS had critical technical issues that we resolved with a Restyling activity, while not altering the brand identity.
Specific vertical landing pages
With this medium, we were able to triplicate lead conversion rates, compared to the previous methodology of applying from the website only after filling out a form.
Conversational Marketing System
With a conversational marketing system, we made the application more interactive, and succeeded in generating leads at a much lower cost than the previous strategy. The interactive application resulted in a conversion rate of 15%, compared to 4% generated by the previous strategy.
Advertising Campaigns
We divided the target audience more specifically among the several courses: basic mechanics courses, Racing mechanics courses, and engineers courses.
In addition, we created tailored advertising campaigns that, in just six months, generated the total number of leads MTS had acquired over the previous four years.
As a result of the implemented interventions and optimization of marketing activities, we were able to decrease the cost of each lead by 34%.
In just 2 months, 6 MTS courses sold out—including those that had previously been difficult to sell.
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