Anoka Hennepin Adult Learning is pleased to submit our “15-15-15” marketing promotion for consideration of the 2012 International LERN Awards. For the 15-15-15 promotion we chose 15 classes to offer at a discounted rate of $15 each. The promotion was held on March 15th with a 15-hour window for registration. Participants could register online or by phone to receive the discounted class fee. In this short time, we realized a 329% increase in class registrations. All classes offered in the promotion filled with most participants registering for three or more classes.
The classes chosen for this campaign had already reached their required minimum numbers for enrollment thus adding additional participants only contributed to our bottom line. The increase in revenue from these 15 classes during this promotion was just over $5,000.
The return on investment for creating this campaign was been measured in a number of ways.
41% of the attendees brought along a ‘friend’ to their class.
67% of the ‘friends’ had never attended an Adult Learning program.
89% of the ‘friends’ registered for another Adult Learning class within the next 3 months.
The campaign created a buzz around the entire Adult Learning program (67% email open rate!) that continued through the quarter with increased traffic to our website viewing and registering for additional classes that were not included in the promotion.
Thank you for your consideration.