Problem Overview

Client Background

  • Type of Business: Non-profit organization offering membership products to its members.
  • Business Model: B2C.
  • Acquisition Channels: SMS, phone, and local outreach.
  • Engagement Channels: SMS, phone, and email.
  • Geographic Scope: National, state, and highly-targeted locations.

Business Challenge

  • Goal: Find new channels to scale lead generation while minimizing Cost Per Acquisition (CPA).
  • Problem:
    • The client was facing significant CPA pressure due to their highly-targeted investment approach, limiting local growth opportunities.
    • Difficulty scaling while maintaining quality of leads that respond through text and email.
    • Needed to ensure leads were engaged and ready for conversion across multiple geo-targeted campaigns.

Key Pain Points

  • High CPA due to highly-targeted geo-specific campaigns.
  • Geographical misalignment: Leads were being acquired from unintended geographies despite geo-fencing.
  • Inconsistent channel performance: Some channels lacked sufficient geo-targeting capabilities.
  • Lead quality: Ensuring only engaged leads were forwarded for further processing.

Deployed Solutions

Violet Growth + Exactius Growth:

  • Exactius Data Platform: Allowed for efficient tracking and data integration across channels.
  • Exactius Cookie and Client- and Server-Side Tracking with GA4: Enhanced tracking and event reporting capabilities.
  • Wizard Implementation: Optimized landing pages for conversion rate improvements.
  • IP and Phone Verification: Ensured the quality of leads by verifying their details and location.
  • Geo-Targeting Enhancements: Grouped geographies together to maximize efficient CPM and CPA opportunities.

Attribution & Testing:

  • Tested Multiple Geo-Targeted Campaigns: To ensure that campaigns were reaching the correct locations.
  • Relentless Testing: Grouped geographies for better testing of CPM and CPA.
  • 48-Hour Lead Quality Signals: Collected signals post-acquisition to measure the quality and engagement of leads.

Key Results & Outcomes

Insights & Actions

  • Identified Growth Opportunities:
    • Despite geo-fencing, campaigns were acquiring leads outside the intended regions.
    • Optimized IP and phone verification for better quality control.
  • Optimized Acquisition Channels:
    • Leveraged high-performing channels and grouped regions to lower CPA.
    • Ensured that only high-quality leads were sent to conversion channels.

Impact

  • Achieved 3M Qualified Members in 24 Months across key geographic areas while meeting financial constraints.