Building Brand Awareness and Attracting New Customers Through Media-Mix Advertising

「In terms of operations, in addition to the effect of the sharp improvement in examination results, we carried out advertising initiatives through a collaboration with a popular anime series for the second consecutive year. Inquiries have continued to exceed the previous year, and the number of enrolled students consequently remained steady.」

「In terms of operations, in addition to the effect of the sharp improvement in examination results this spring, advertising initiatives including a collaboration with a popular anime series led to substantially more inquiries than in the previous year, and the number of enrolled students also remained steady.」

「In terms of expenses, in addition to higher personnel expenses resulting from raising salary levels for the second consecutive year, we made investments in advertising and promotion, system development to improve services through the use of ICT, and capital expenditures related to relocation and expansion.」

「We strategically invested in advertising and promotional expenses, focusing mainly on web advertising, while also strengthening region-specific promotion. As a result, such expenses were ¥1,298 million, up 12.7% year on year, and represented 4.0% of net sales, a 0.2-percentage-point increase from the previous fiscal year.」

「Although salary levels were raised at the beginning of the fiscal year, the contribution of ICT use to improved operating efficiency and the postponement of some budgeted advertising and sales promotion expenses intended to attract students in the next fiscal year kept the ratio of total cost of sales and selling, general and administrative expenses to net sales below the level in the same period of the previous year.」

「Advertising and promotional expenses were ¥1,151 million, down 2.4% year on year, due in part to our efforts to conduct cost-effective promotional activities using the web. We were able to hold them to 3.7% of net sales, a 0.4-percentage-point decline from the previous fiscal year.」

「We also worked to promote DX by expanding ICT-based tools supporting learning at home and strengthening online services via the web. These initiatives earned the support of students and parents and guardians, and the increase in inquiries that began in the previous fiscal year accelerated further in the first quarter.」

「We also worked to strengthen our branding strategy and web-based promotions by distributing brand videos and publishing the mook book Waseda Academy by AERA: Why Children Who Take Their Studies Seriously Grow, produced with our cooperation (株式会社朝日新聞出版).」

「We worked on more cost-effective advertising and promotional methods, including web-based marketing, email distribution using MA (marketing automation) and website enhancement. As a result, the number of prospective customers, including those reserving entrance tests, increased substantially.」

「In terms of customer acquisition, we worked on web-based marketing, advertising and promotional activities, and website enhancement, while seeking to improve satisfaction by providing parents and guardians with useful and timely information.」

「In terms of customer acquisition, the sharp improvement in examination results had a positive impact on attracting new students, while promotional activities using a media mix aimed at developing new customer segments and advertising featuring Ashida Mana (芦田 愛菜) as the image character also proved effective, resulting in a substantial increase in inquiries.」

「To expand the scope of our operations, we worked to strengthen recruitment of new students by holding school advancement events, enhancing information services for parents and guardians, and renewing our website and reviewing advertising and promotional media, while also focusing on attracting students to summer and winter courses and training camps, which make a significant contribution to revenue.」

「The number of students enrolled, which forms the basis of revenue, continued to benefit from a substantial increase in new inquiries, driven by improved examination results in this spring’s entrance examinations and the results of advertising and promotional activities aimed at developing new customer segments,」

「We believe the increase in the number of students was driven internally by a decline in the student withdrawal rate resulting from initiatives to improve instructional quality. In terms of acquiring new students, the sharp growth in admissions to selective schools, particularly the prestigious junior high schools, in this spring's entrance examinations had a positive effect on customer acquisition. In addition, various promotional activities through a media mix aimed at developing new customer segments, together with advertising featuring Mana Ashida as an image character since April this year, contributed to a substantial increase in the number of new inquiries.」

「In terms of customer acquisition, we enhanced our website and conducted promotional activities using a media mix, including airing TV commercials with refreshed messaging and concepts to improve the brand image and develop new customer segments, internet advertising such as distributing brand videos, and large-scale outdoor advertising centered on major terminal stations. As a result, the number of inquiries remained substantially above the previous year from the third quarter onward.」

「To attract customers, the company focused on media-mix promotional activities and enhancing its website to improve its brand image and acquire new customer segments. These activities included broadcasting TV commercials with refreshed messaging and concepts, internet advertising, and large-scale transit advertising.」

「To attract customers, the company focused on media-mix promotional activities and enhancing its website to improve its brand image and acquire new customer segments. These activities included broadcasting TV commercials, placing large-scale transit advertisements mainly at major terminal stations, and using the internet for advertising.」

「To attract customers, the company conducted media-mix promotional activities to raise awareness and improve the image of its brands and acquire new customer segments. These activities included broadcasting TV commercials timed to coincide with the summer course application period, placing large-scale transit advertisements such as flag advertisements mainly at major terminal stations, and using the internet to distribute brand videos and other advertising. As a result, the number of enquiries has increased significantly since TV commercial broadcasts began in June, and the company expects these activities to help acquire new students from September onward.」