Local Ad Strategy That Sold Out Parkour Summer Camp
Kong Academy, dedicated to teaching parkour and movement harmony, had built a strong community following but struggled to convert interest into action. Despite their organic efforts, summer camp sign-ups remained low. Recognizing the need for a more direct approach, our targeted ad strategy filled their camp slots in record time and doubled their revenue within six weeks. Learn how our focused ad campaigns turned community support into tangible results.
The Results
Summer Camp Enrollment – SOLD OUT
200% revenue goal achieved.
6500% return on ad spend—in 6 weeks.
“Working with Radically Distinct made our lives so much easier. They took on all the marketing, which helped us more than double our revenue goals for 2018!”
Project Overview
Kong Academy is a fast-growing education and training business that offers unique parkour programs for children. While the academy had a local following and organic marketing through their classes, they faced challenges in promoting their summer camps with zero signups just two months before the start.
Objective: Our goal was to quickly raise awareness and convert interest into signups and sales for the upcoming summer camps.
Our Approach
We identified two key audience segments based on existing connections and potential reach. The first segment, Audience One, consisted of parents from our email list and Kong's existing Facebook followers. Given their familiarity with Kong Academy, we focused the majority of our advertising budget on this group, using personalized email and Facebook ads to highlight the camps' benefits and direct them to the registration page.
The second segment, Audience Two, was a look-alike audience created to mirror the demographic and geographic characteristics of Audience One but expanded to include parents within a 15-mile radius of the camp locations. The messaging for this group emphasized the urgency of securing a spot, noting that summer camps in the area typically sell out quickly.
Results: This strategic approach led to a substantial increase in camp signups, primarily from Audience One, while Audience Two significantly broadened the academy’s reach, attracting new inquiries from schools interested in incorporating Kong Academy’s programs. This dual-targeted strategy filled the summer camps and doubled the anticipated revenue.
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