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BoardOn-Track2

BoardOnTrack

Reinvigorating a SaaS Company in the Charter School Space

We took a SaaS company called BoardOnTrack and accelerated its growth with fractional CMO guidance, event-based marketing, and serviceability with automation and integrations.

Summary

BoardOnTrack is a software company that empowers charter schools to run better schools through their powerful board management and compliance portal. Since the company sits in a niche industry, they needed professional guidance from experts in the education industry. This is where we came in.  With over 20 years of experience working in the education industry, guiding BoardOnTrack became our top priority.

What we did:

Fractional CMO
Event-Based Marketing
Re-Marketing Campaigns
Account Based Marketing
Content Marketing
Brand Messaging Workshop
Graphic Design
HubSpot Managment
Getting Started

The First 90 Days

The first 90 days of working with a new client is where most pivotal work happens. Having a clear vision is critical to the success of agency work. Within 90 days of kicking off the relationship, we were able to execute all of their marketing initiatives — three months sooner than expected!

During the first 30 days together, it became clear that BoardOnTrack had a clear understanding of their buyer personas (23 pages describing them!) but struggled to communicate their unique product and value propositions. We kicked off the event marketing, added more opportunities to drive demos, supported Customer Success to help improve retention.

So, we jump started their messaging with these two deliverables: 

Competitor Analysis

Competitor Analysis

First, we did an extensive competitor analysis to compare how their competitors positioned their software and value propositions.

Branding Workshop

Second, we hosted a branding strategy workshop that harnessed the collective expertise already within the company to establish key branded phrases to use in sales calls, marketing materials, social media, paid advertising, and more.

The Statistics

Quick Wins and Positive Results

Positive Results

This statistic represents the effect that Ellison Ellery made through a wide variety of ways. With only three months under our belt, we were able to increase the number of leads by engaging them with them in a new way. In total, we doubled the number of leads from when we started. 

So, check out all the new and repeatable campaigns and events we set up: 

Campaigns

Reversing the downward trend by re-engaging stale leads

Re-engaging lost customers with a Churn Campaign

We decided to deploy a campaign to win back former BoardOnTrack members by providing a special “Welcome Back” offer.

The sales team and the CEO decided that the perk for this win-back offer was one free additional one-on-one coaching session with one of BoardOnTrack’s governance coaches on a topic of the member’s choice. This promotion was time bound and the campaign was designed to run for one month.

We recommended running more iterations of this campaign to test engagement, incentives, and effectiveness. After sending former members an email about the promotion, they were directed to a landing page to learn more about the promotion and to fill out an inquiry to speak with a sales representative about reactivating their membership.

What is a Churn Campaign?

BoardOnTrack’s churn campaign was a campaign promoting special membership perks for returning members. Since BoardOnTrack had no outreach to lost customers, this was its first step to winning back old business.
01

Content Creation

We designed email/landing page banner images + cover images and created a video detailing BoardOnTrack’s new features.

02

HubSpot Forms

We built custom forms with enhanced tracking for the campaign. 

03

Email Sequences

We created a series of emails  that informed former members about BoardOnTrack’s improvements and new offers. 

04

Landing Pages

We made landing pages and thank you pages with multiple CTAs.

Turning customers into advocates with a Referral Campaign

Since the charter school space is close knit, we created a referral campaign so that current customers could share their positive experiences with BoardOnTrack with their network.

A referral campaign would not only help to produce new leads — it would also help identify which new schools’ board member or executive would be the decision maker for this purchase.

With little upkeep, this ongoing program has the potential to keep winning new business in the long-term. 

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How did the Referral Campaign work?

First, we created a page to explain the rules and requirements for the referral program. By sharing the new lead submission form with their peers, current members became eligible for a $500 Amazon gift card. To give current members a helping hand, we created a "Warm Handshake Email Template" they could use to share the lead submission form with their network.
01

Content Creation

We designed email/landing page banner images, cover images, and a Referral Campaign announcement/instructional video.

02

HubSpot Forms

We built custom forms with enhanced tracking for the campaign. 

03

Email Sequences

We created a series of emails with CTAs and downloadable resources to maximize the efficacy of the campaign.

04

Landing Pages

We made multiple landing pages and thank you pages with multiple CTAs and resources.

Zero-ing in on high quality leads with Account Based Marketing (ABM)

Since the charter school are all connected, certain accounts hold the key to large opportunities. We provided value to the accounts by offering voluntary trainings in accordance with their board’s ongoing training requirements.

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What went into the ABM Campaigns?

These ABM campaigns were free, re-occurring board training events for high quality leads. We created a template for building landing pages, forms, emails, zoom integrations, images, and more. We repeated this process 3 times for accounts in Tennessee, California, and D.C. Before finishing our work with BoardOnTrack, we passed off the templates we created so they could easily run more ABM campaigns in the future.
01

Content Creation

We designed email/landing page banner images, and cover images. 

02

HubSpot Forms

We built custom forms for enhanced tracking for the campaign. 

03

Email Sequences

We created a series of announcement emails with hyper targeted audiences.

04

Landing Pages

We made multiple landing pages including registration, thank you, and replay pages.

Online Events

Reoccurring events that engage with leads and build trust

Ditching awkward demos for Group Information Sessions

Instead of jumping on a traditional one-on-one sales call, we realized leads are much more likely to attend an informal group information session where they’ll feel less pressured. 

The sales enablement team would share “off the cusps” insights about BoardOnTrack’s software and FAQs, also addressing pre-asked questions from the audience. After their short presentation, they could answer a couple of questions from the audience since the group was small.

What are Group Information Sessions?

BoardOnTrack’s Info Sessions were 15-20 minute sessions that shared small use cases for BoardOnTrack with prospective customers. They also served to refresh current members.
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01

Integrations and Automation

We connected Zoom and HubSpot to automatically update contacts, send meeting links, and send confirmation/follow-up messages.

02

HubSpot Forms

We built custom forms with enhanced tracking for the campaign. Our forms allowed us to use smart tools in HubSpot.

03

Email Sequences

We included CTAs to sign up for an Info Session at the bottom of the other campaigns’ emails.

04

Landing Pages

We made a simple yet effective landing page and a thank you page detailing next steps. 

Impressing both leads and current members with Q&A with the Experts live events

The sales enablement team has a wide range of talents and governance experience. Using the current talent of the staff, we were able to establish ourselves as experts in the charter school space while giving members a space to ask their specific questions and get answers.

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What were Q&A with the Experts?

The Q&A with the Experts live events were 30-45 minute bi-weekly sessions that fostered discussion on pre-selected, governance-related topics for current and prospective customers.
01

Integrations and Automation

We connected Zoom and HubSpot to automatically update contacts, send meeting links, and confirmation/follow-up messages.

02

HubSpot Forms

We built custom forms with enhanced tracking for the campaign. Our forms allowed us to use smart tools in Hubspot.

03

Email Sequences

We created a series of announcement emails with hyper targeted audiences. They were automated up to 4 weeks in advance.

04

Landing Pages

We made multiple landing pages including registration, thank you, and replay pages.

Fractional CMO

Expert Leadership at a fraction of the cost

Evaluating and implementing the changes that make the biggest difference

We developed our services around areas that businesses need the most help with. We don’t just focus on branding and brand identity — we actually focus on how to get your prospective buyers across the finish line to buy your product or service. We drive better leads and then work on making those leads sales-ready.

Pop-up Forms

We incorporated pop-up forms on the website to promote our events, email courses, and more.

Email Signatures/Calendly Integrations

Most of the sales team did not have effective email signatures that made them easily accessible to new prospects, so we created new and improved email signatures.

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HubSpot Management

HubSpot Management included: list management, automations clean up, integrations, landing page development, and much more.

The Results

Seeing real change and revenue growth

Positive Results

Normally, most of our work is geared towards increasing ROIs and revenue. However within 3 months, we set up repeatable, scalable, and custom campaigns and online events that will produce greater return in the long run. 

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Landing Pages

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Emails Created

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Online Events

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Marketing Campaigns

The Recap

Full list of activities competed

Within only three months of kicking off the relationship, we were able to execute all of these marketing initiatives:

Integrations and Automation

We connected Zoom and HubSpot to automatically update contacts, send meeting links, and confirmation/follow-up messages.

HubSpot Forms

We built custom forms with enhanced tracking for the campaign. Our forms allowed us to use smart tools in Hubspot.

Email Sequences

We created a series of announcement emails with hyper targeted audiences. They were automated up to 4 weeks in advance.

Technology Integrations

We set up email signatures, edited links to calendar integrations, and more.

20+ New Landing Pages

We made multiple landing pages including registration, thank you, and replay pages.

Email Signatures/Calendly Integrations

Most of the sales team did not have effective email signatures that made them easily accessible to new prospects, so we created new and improved email signatures.

Pop-up Forms

We incorporated pop-up forms on the website to promote, our events, email courses, and more.

HubSpot Management

HubSpot Management included: list management, automations clean up, integrations, landing page development, and much more.

Content Creation

We designed email/landing page banner images, and cover images.

Referral Campaign

We created a referral program that had incentives for both the referee and referal.

Churn Campaign

We created a campaign to reconvert lost leads by offering a sweet incentive.

ABM Campaigns

Created a funnel with landing pages, forms, and email nurturing sequences for this account based marketing campaign.

Info Sessions

We created recurring online events that acted as group demos and were more effective.

Q&A with the Experts

These bi-weekly online events gave current customers ongoing training on how to get the most out of their purchase.

Featured Case Study

Magnet Remodeling, Home Service Company

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Exceeding Revenue Goals After Only Two Months

Adrian Eslava

CEO & Project Manager, Magnet Remodeling

Adrian_Eslava_Owner_of_Magnet_Group-removebg-preview

We started working with Ellison Ellery Consulting a few months ago, and they were able to create a new website for us, truck wrap our entire fleet, a new Google Ad account which is doing stellar for us, Facebook ads, new blog posts, email campaigns, and etc. I’m amazed at how responsive and fast they are!

They were able to evaluate our business and add in marketing automation because they knew the nature of our business. They set up calendar and email integrations that have been a lifesaver for our business. Our marketing and lead engine just runs so I can focus on remodeling homes. 

How well are your efforts contributing to your company’s growth?

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