Constellation (formerly Nonpareil Partners)

BACKGROUND

Please describe your company and your position there.

I am the founder and CEO of MINDFRESH, the global standard in corporate mindfulness with a mission to bring more peace to the office in the digital age. With our global team of 65 teachers and growing, we've led over 1,600 on-site mindfulness sessions at some of the world's leading companies. 

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Nonpareil Partners?

Our teachers are trained in the MINDFRESH approach through a six-week online course. I need to reach qualified candidates (i.e. already certified yoga teachers) in key markets around the world, and propose this training as a new opportunity to make money. We hired Nonpareil to develop a marketing strategy involving targeted Facebook and Instagram advertising and an email drip campaign to push leads from social media further into a sales funnel.

What were your goals for this project?

The intent was to find our targets on social platforms, engage them through chat functions or with free content, move them into our email drip, and nurture them through to conversion. We aimed to have 20 new teachers signed up for the course and ended up with 14. Although we did not reach our ultimate goal, we were still very happy with the amount of quality leads acquired, the cost per conversion, and the overall strategy to continue nurturing existing leads for future trainings.

SOLUTION

How did you select this vendor?

In addition to being experts in digital growth strategy, the team at Nonpareil is an advocate of personal wellbeing; they are so aligned with our mission that they were a natural fit for us. They had thoughtful insight on user experience improvements before we even began working with them, and their creativity definitely set them apart from other strategists we considered.

Describe the scope of their work in detail.

We began building Lookalike audiences on Facebook to help drive targets to our site to either engage with a MINDFRESH teacher via chat to learn more about our online training or to download a free information kit. Either way, we were capturing email addresses for our sales funnel. Once we collected emails, we began an email drip to nurture the leads toward ultimately signing up for our six-week training course. The Nonpareil team helped us create and refine copy for the ads and email drip and advised us on image use. They frequently optimized Facebook and Instagram to ensure that the ads getting the most traction were also getting the most money. They also helped us integrate a site bot that enabled us to connect and chat immediately with interested teachers to schedule a call or send more email information.

What was the team composition?

Team MINDFRESH, which consisted of the company’s developer / designer, social media manager, and myself, worked closely with Nonpareil’s product strategist and growth partner from start to finish. They both were engaged and on target at all times..

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

In addition to acquiring 14 teachers, we received 300 qualified leads from our initial campaign and have seen an exponential increase in traffic and communication throughout our target audience. Due to the higher cost of this training, we know a continued conversation through email and retargeting is vital to our success; Nonpareil is ensuring that their strategy generates interest and we know it will pay off.

How effective was the workflow between your team and theirs?

Nonpareil provided clear and concise direction to our team. We implemented and executed part of the strategy as a way to shift more of budget into advertising, and their support allowed us to navigate those projects well.

What did you find most impressive about this company?

This team is nimble and smart. They see opportunity, test their ideas, and move.

Are there any areas for improvement?

There is nothing from my perspective and experience they need to improve. We tried one strategy that didn't yield a lot of results, but that's just part of the process; we don’t know what will work until we try, and the approach was still very thoughtful. They manage expectations, put forth their best effort, and maintain communication, all of which I look for in partners.