Building a Global Blueprint For Homeschooling Families

need

K12 wanted to be known as the industry leader in homeschooling in a very competitive market place. They needed a straightforward, manageable lead generation program that would drive traffic to their web site and give them visibility within the market, both at the local and national levels.

solution

Zeta Interactive (then DigitalGrit) worked with K12 to develop a simple lead gen SEM program in 2004 which spanned Google and Overture; this was a national campaign and included 3 states. Campaign optimization included bid management, A/B testing on landing pages designed by Zeta Interactive and performing blog outreach.

results

Originally 8 campaigns across 2 channels with about 1000 keywords, this program has now expanded to 150 campaigns across 3 channels with over 250,000 keywords. Through extended success, K12 has now grown to 18 states and in 3Q2007 K12 more than doubled the spend of any previous quarter. In addition, we anticipate ad spend levels in 2008 to be roughly double 2007’s levels, with additional Zeta services already being planned.

A solid partner for the past four years, Zeta will continue to help K12 as they strive toward their goal: the preeminent resource for homeschooling families worldwide.