USB.School

Vasily Khmelnitsky`s Business School in Unit.City

USB.School is a business school for entrepreneurs and their teams in the Unit.City Innovation Center. The main mentor of the school is Vasily Khmelnitsky, founder of UFuture holding company and the K.Fund.

The main value of USB.School in Unit.City is a training program, developed on the basis of the methodology of the University of California Berkeley and adapted to Ukrainian reality. USB.School is 80 % of practice for the businessmen and orientation to the result.

project figures:

Advertising budget: 14 519 $

Average price per lead: 5.3 $

Number of leads: 2 729

Average bill: 800 - 4 000 $

Period of cooperation: 6 months

Our team was tasked to increase the number of referrals to the business school, specifically to increase the flow of potential clients from social media who would be interested in business training.

One of the client's requirements was that no images of Vasyl Khmelnitsky could be used in his marketing materials.

While preparing the launch strategy we developed a special sales funnel, through which we first invited potential clients to the business school for an "open house". During the development strategy, we analyzed the target audience of the brand and found that it`s fairly narrow, because the majority of clients are investors and people who are interested in investments, as well as the CEOs and senior management of companies.

During the promotion of this brand, we didn`t use loud hype triggers, such as "after the course you will become a millionaire" and others. In our case, the main organic triggers for attracting clients were:

1 - Reporting the value of learning from a top businessman and other qualified professionals;
2 - Information that the top three students would receive an investment from Vasyl Khmelnitsky;
3 - Free access to the Unit.City community.

Because we didn't use hype communication, even without Khmelnitsky's direct involvement in the creatives, the client received high quality applications that converted into a purchase.

Since the audience was quite narrow, but we constantly needed to scale the flow of clients, we tested and used static creatives, video creatives conveying the value of the business school, and video creatives with reviews. For better customer flow, we tested 10 new creatives every week.