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Overview
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Strategy
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<  Page 6 of 7  >
Execution (continued)

Traditional online advertising was also used to drive traffic, combining the use of generic ads [slide 09], contest promotion, and the strategic placement of program-specific advertising on well-matched sites [slide 11].

www.wherecreativitygoestoschool.ca was optimized on all the major search engines and continually monitored and revised to achieve top placement [slide 12].

The media buying was done by leveraging our strong relationships with media suppliers, and our annual agency buying spend. This allowed us to negotiate strong value-add and cost/lead guaranteed buys on major Canadian portals delivering geo-targeted traffic specific to the Greater Toronto Area. Cost/lead deals were also negotiated with education and program-specific site owners.

3: All leads were hosted on our servers in databases and the lead data were mirrored to the school CRM program.

The leads were then developed using email marketing as a conversion tool; inviting them to open-house events, financial workshops, program specific events, and others [slide 10, 14]. All correspondence included a “Send to a Friend” function that further expanded reach. Traditional direct mail was also used for conversion of leads to students [slide 13].

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