MEK Review // Ad + Marketing

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Confidently guiding students to a lifetime of success.

Client Summary

MEK Review is a popular learning center in North Jersey. For over 20 years, they’ve successfully guided students across the Tri-State area to achieving their biggest academic dreams.

However, the organization had yet to fully take advantages of digital opportunities to effectively capture and convert audiences. How could we amplify their message and drive course enrollments using new touchpoints? How would we make sure that marketing efforts across different channels remained cohesive and unified?

Scope of Work

- Strategy and Ideation

- Brand Messaging

- Campaign Development

- Print Design

- Email Production

- Editorial Management

- Search Engine Optimization

- Social Management

- Social Ad Production

- Web Design + Development

- Video Scriptwriting + Production

The Project

We were approached to create a mobile app for a project sponsored by HepTalk, a medical nonprofit committed to raising awareness for hepatitis and fostering a global dialogue regarding treatment and care for those with the disease.

Our main challenge was resolving the communication challenges between HepTalk’s physician partners and their patients. Important appointment reminders and treatment tips that were conveyed by phone, email or in-person sometimes fell through the cracks. Patients didn’t always reliably take calls or check emails.

To solve this problem effectively for physician partners engaged with HepTalk, we would need to design an app that was simple and easy-to-use. This app needed to be intuitive for both patients and administrators, like physicians, nurses and assistants. Succeeding in this would be an important step in HepTalk’s overarching global mission to further treatment and care for those with hepatitis.

The Strategy

Our biggest challenge for MEK Review was to identify and hone the most effective combination of channels to drive consultations and ultimately, course enrollments.

Through cycles of experimentation, regular analysis and reiteration, we discovered the ideal formula for increasing audience education and conversions.

To promote MEK Review’s seasonal courses, we strongly focused on limited-time specials, often tied-in with educational content shares; development of a sales funnel for monthly practice test events; as well as strategy and execution for premier student and parent events throughout the year.

The Execution

MEK Review had a substantial audience to reach. Our approach was to nurture existing subscribers and customers through email and offline check-ins, while reaching new prospects through direct mail, social ads, organic search, monthly practice tests, and periodic, standalone events.

Email Campaigns

We sent weekly, targeted email campaigns sharing valuable resources, educating subscribers on key parts of the K-12 journey. They were often supplemented with Early Bird reminders and holiday promotions, to excite audiences with select, limited-time offers.

Traditional Marketing Campaigns

We designed postcards that would be delivered at key points in the seasonal promotion lifecycle. These direct mail campaigns would either introduce new audiences to MEK Review, or provide an additional touchpoint to nurture interest and drive prospects to initiate first contact.

Monthly Practice Tests

MEK Review often held monthly, in-person practice tests. For students, this helped to increase their level of education regarding their own test performance and connect them with the organization’s expertise as an advisor and resource provider. We built a sales funnel to improve the overall sequence of event promotion, test registration and consultation booking.

The Results

Due to the Kairos team’s marketing activities, inquiries by customers to MEK Review successfully rose by 25%.

A strategic combination of website, email, social and direct mail channels also brought in waves of new prospects. They were often much more ready to purchase compared to previous years, thanks to a sequence of effective touchpoints and nurturing steps. One particularly high-performing Black Friday email campaign brought in over $10K alone in course enrollments.

Overall, for MEK Review, our marketing led to a significant increase in seasonal revenue by 30%.