Overview
A US-based education client at Hanapin Marketing wanted to increase revenue and enrollment by scaling their digital ad campaigns. However, their current top-performing channels were nearing saturation—additional investment would only yield diminishing returns. To grow further, the client needed a new strategy backed by data, not guesswork.
My Role
As Senior Paid Social Account Manager, I led a cross-functional team managing paid media strategy and execution. I was responsible for identifying growth opportunities, forecasting performance, and guiding clients on where to invest for maximum return.
What I Did
- Used historical performance data to build an Excel-based forecasting model, incorporating:
- Volume and reach of target audience
- Conversion rates
- Budget impact on marginal CPL
- Identified diminishing returns in the client’s primary channels and modeled projections for a new platform targeting a similar audience.
- Demonstrated how diversifying spend could increase overall volume without dramatically increasing CPL or CAC.
- Collaborated with the client to develop relevant messaging tailored to the new channel’s audience and format.
- Launched a pilot campaign and measured against modeled expectations, refining strategy in real time.
Impact
- The client successfully expanded into a new channel, allowing them to increase spend while maintaining acceptable acquisition costs.
- The forecast model built trust and confidence with senior decision-makers, ensuring leadership support for the test.
- This project became a template for future expansion forecasting across other accounts at the agency.
Tools & Skills
- Advanced Excel (forecast modeling, regression, scenario planning)
- Paid media platforms (Google, Facebook, LinkedIn, Quora)
- Conversion rate optimization
- Client communication & change management
- Strategic budgeting and channel analysis
- Performance benchmarking