Samiad: 45% more camp weeks sold with a smaller budget

Samiad is a British organization offering international summer language schools for children and teenagers. It has been operating since 2013, organizing week-long summer camps at prestigious boarding schools in the United Kingdom, with accommodation, meals, activities and trips (for example, to London or Warwick Castle).

• Limited access to data. Partial information from the CRM gave some picture, but far from sufficient for sound decisions. An analytics system was built from scratch.
• The seasonality of the client's business. The camps took place only in July and August, so the entire budget had to be planned with exceptional precision.
• Diluted campaigns. Campaigns were run across many countries at once, which diluted the message and made it harder to achieve noticeable results.

When the work began the company was at a point of clear slowdown: existing activities had stopped delivering, and growth could not keep pace with rising costs. The key challenge was lead generation and processes that had operated in a non-scalable way.

• A marketing and creative strategy tailored to the client's goals, starting with conversations with the internal team, a review of tools and existing marketing materials.
• Creative strategy for Google Ads and Meta Ads: instead of a few fixed banners for the season, testing and iteration, from video to creatives based on social proof.
• Google Ads was capturing existing demand but struggled to scale and was the only lead channel. The campaign structure and analytics were rebuilt around the most effective markets, and new campaigns including Performance Max introduced.
• Meta Ads was launched to increase brand recognition in existing markets and test new directions, designed to move from testing to scaling depending on results.
• Analytics solutions, including event tracking and dedicated dashboards, enabled precise reporting.

In 2024, the client spent less than the year before, yet achieved significantly better results:

• The number of educational camp weeks sold increased by over 45%.
• The cost per week sold (CPW) fell by 34%.
• The cost of acquiring a sales opportunity (CPO) fell by 71%.
• The number of leads grew more than threefold.

The source's charts compare opportunities, spend and CPO month by month from October to June for 2022/2023 and 2023/2024; the underlying values are not published.

The client's success was reflected in real growth in sales and margin, and scaling the budgets translated into more spots filled during the summer trips. An SEO strategy was also implemented to strengthen visibility and build a third lead-generation source, and to optimise budget allocation by country and month for the next season.