Project Description
Project Brief
Adventures in Missions partnered with Full Cycle Marketing with the goal of increasing the number of applications started for the World Race, a missions trip to 11 countries in 11 months for millennials.
Adventures had done very little in the way of inbound marketing for the Race since it launched in 2006. Organic and word-of-mouth traffic kept the program growing. However, forecasts predicted a dip in applications that would affect the health of the organization.
Full Cycle Marketing outlined the strategy for a sales funnel including lead magnets, webinars, and paid advertising to promote the World Race.
CLIENT
Adventures in Missions
PROJECT TYPE
Product Launch
Deliverables
Full Cycle Marketing outlined the strategy for a sales funnel including a lead magnet of a webinar to promote World Race applications. The FCM team wrote the script and coached the internal team at Adventures on how to deliver the webinar — a first for the organization. We wrote copy and built the sales funnel to promote and follow-up with sales messaging. We attracted leads to register the webinar through Facebook advertising as well as inviting their existing email lists.
Technologies Employed
Results
The challenges we faced to pull off this were high. The internal team at Adventures had never executed some of the marketing techniques used, including webinars. Not only that the promotion itself is not a typical “product”: the cost to go on the Race is more than $17,000 a person (which must be fundraised), and the time commitment is nearly a year.
Yet, the strategy was a success and has already begun paying off:
- 141% increase in apps started
- 150% increase in apps completed
- 1600% increase in apps accepted
- 700% increase in commits
The results were significant and it happened within three months.