How Sylvan Learning Increased Leads by 33% from Search Marketing with DAC Group and DialogTech

Sylvan Provides Children the Tutoring Help Their Parents Are Searching For

With more than 35 years of experience and more than 750 locations throughout North America, Sylvan Learning is the leading provider of personal tutoring and enrichment services for students in grades K-12. To help parents searching online for child tutoring and enrichment services find and engage with their local Sylvan, Sylvan partnered with DAC Group to manage their online presence across digital channels, including search and display.

“Search is one the most important marketing channels for Sylvan,” said Seth Lueck, Senior Online Marketing & SEM Manager at Sylvan. “DAC Group has done a tremendous job of optimizing our paid search campaigns, SEO, and landing pages to capture and convert more traffic and increase student enrollments.”

New landing pages help Sylvan drive conversions

Keyword Attribution for Call Conversions Is Critical to Optimizing Cost Per Lead

To truly optimize Sylvan’s enrollments and reduce cost per lead (CPL) from search, DAC Group needed complete, accurate attribution data for every conversion: web forms and phone calls. For that missing data, they turned to DialogTech.
“The call data from DialogTech was eye-opening: DialogTech showed us how search drives calls to Sylvan locations,” said Kyle Harris, Digital Account Manager at DAC Group. “DialogTech enabled DAC to measure Sylvan’s true cost per lead for paid search keywords and optimize the program to achieve the best results and lowest CPL.”

“The results have been amazing: This year with DialogTech, Sylvan has increased leads by over 33% from search marketing – all while keeping cost per lead flat. We are extremely pleased with how much we’ve been able to scale.”

Seth Lueck
Senior Online Marketing & SEM Manager at Sylvan

Call data from the DialogTech platform is also passed directly to Google Analytics, DoubleClick, and Optimizely platforms, enabling an aggregated view of all lead data.

Integrating DialogTech with Sylvan’s Database for Insights That Drive Enrollments

Beyond Google Analytics and DoubleClick, DAC Group and Sylvan took their search marketing optimization efforts a step further by integrating DialogTech’s call data with Sylvan’s leads database.

“The results have been amazing: This year with DialogTech, Sylvan has increased leads by over 33% from search marketing – all while keeping cost per lead flat. We are extremely pleased with how much we’ve been able to scale,” said Lueck.

With results like these, it’s no wonder Sylvan and DAC Group won the Best Education Online Campaign award at the Web Marketing Association’s 2016 Internet Advertising Competition.

Sylvan Uses Whisper Message to Have Better Conversations

DialogTech is also used to route calls to particular agents, and even tell them which keywords that caller searched on — “math tutoring” for example — through a voice notification or whisper message only agents can hear. It enables agents to know how to best frame the conversation to assist the caller and generate an enrollment.

Using Conversation Analytics to Investigate Underperforming Franchisees

Sylvan’s marketing team also uses DialogTech’s conversations analytics to monitor what is happening on the calls they send to their 750 locations. “If there is a certain brick-and-mortar location whose numbers aren’t measuring up to the rest of the system,” said Lueck, “we will dig into the Conversation Insights to look if they are seeing more calls than normal going to voicemail, if they are promoting a national offer…and that allows us to proactively reach out to them and provide those recommendations.”

Sylvan Turns to AI and Machine Learning for Insights

Sylvan also has began using DialogTech to rate how franchisees who aren’t using the system perform when managing calls from customers. DialogTech’s AI and machine-learning analytics tool is training an algorithm built to categorize franchisee calls in order to identify what is and isn’t working. “Our marketing team is listening to hundreds of calls and manually categorizing them,” Lueck said. “From there, the algorithm will look at how we have categorized them, find commonalities among each category, and start to categorize our calls.

Watch Sylvan Explain How They Get “Huge Gains” from DialogTech

  • Sylvan Learning is the leading supplemental education resource and enrichment program provider for children in grades K-12, with more than 750 locations throughout the US and Canada.
  • Sylvan partnered with DAC Group to manage their online presence across digital channels, including search and display.
  • Sylvan generates web forms and phone calls from their online marketing, and after seeing an increase in phone calls as more users adopted smartphones, Sylvan turned to DialogTech for better reporting on their phone call leads.
  • The results have been impressive: Sylvan has increased their total leads from search marketing by over 33% while keeping cost per lead flat after implementing DialogTech.

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