School Tours of America - Case Studies

The Challenge

Before partnering with Forthea, School Tours of America relied solely on traditional marketing methods. Although we recognized the success of tried and true strategies, we sought to enable their team to positively bounce back after business impacts between 2019 and 2021.

The travel agency sought to gain a deeper understanding of their ideal customer profile, messaging tone and brand positioning. Forthea actively collaborated with their internal team to ensure our marketing-qualified leads were converted into sales-qualified leads.

Our ultimate challenge was to identify the core value of the digital marketing services provided compared to major competitors in the industry with a larger budget.

US Search Awards Finalist 2024

The Client

IndustryConsumer Services - Travel Agency
Location Houston, TX

Visit Site

Measurable Results

663

total conversions

$1.9 million

estimated gross revenue

Closed Trips

Campaign Strategy

Our team established a comprehensive PPC program that served ads to the targeted audiences searching for educational school tour services on Google and Bing search engines.

Core Audience Targeting – We set location targeting and identified keywords to focus only on western states where teachers are planning for an out-of-state student tour instead of a local tour. Our ad copy highlighted the unique educational benefits of student tours to Washington D.C., setting us apart from major competitors.

Google Ads & Salesforce- We established a robust attribution system between Google Ads and Salesforce, enabling us to track incoming leads and refine our approach to enhance lead quality. ROI estimates were created by combining lead volume and customer lifetime value (CLV) to demonstrate meaningful results to our client.

Collaboration & Creative Assets- Collaborating with the School Tours of America creative team by providing direction on video and image assets that appeal to our audience for display campaigns.

26xROAS

Our Digital Marketing Strategy

Target Audience

Our campaign targeted elementary to high school teachers and administrators planning student tours to major educational destinations, including Washington D.C., New York City, Boston, Philadelphia, and Virginia.

Local Targeting

We identified relevant keywords to concentrate on western states where teachers plan out-of-state student tours. In the process, we excluded current customers and parents from our targeting to ensure the budget was effectively allocated to attracting new leads.

Content Optimization

The team highlighted the unique value proposition compared to the top tracked competitors by emphasizing the flagship tours to Washington D.C., highlighting the educational focus of the personalized tours compared to other common group travel destinations

Attribution & ROI Tracking

We established a robust attribution system between Google Ads and Salesforce, enabling us to implement non-brand and branded terms to target teachers who have previously toured with School Tours and those who are discovering the brand and the service offerings. Ultimately, ROI estimates demonstrated enhanced lead quality.

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