TLC Projects
Listed below are examples of some of the projects undertaken by TLC (Tony Lopes Consultancy) in the last 20 years.
Revenue operations plan
TLC was engaged to assist a multi-national online high school group develop a revenue operations plan for Africa. The resulting plan included marketing, sales and service tactics, a tagging and tracking framework for data capture and analysis, lead generation tactics and development of RevOps KPIs and measurement systems.
Tagging and tracking for paid media campaigns
TLC set up a tagging and tracking framework to assist a newly launched online high school brand in South Africa to track the performance of their paid media campaigns. This framework resulted in ongoing media budget optimisation and reporting of return on ad spend to increase revenue growth and profit while scaling marketing budgets.
HubSpot implementation
TLC engaged Associates and managed a project to launch the HubSpot platform across multiple public universities to promote fully online degree across Africa. The project resulted in significant growth in organic lead generation, improved website performance, lead management and improved reporting for greater visibility of RevOps KPIs.
Content marketing analytics
TLC used the power of Google Search Console, Google Analytics and HubSpot Analytics to measure the impact of blogging and social media posts on organic lead generation from SEO and content marketing. The measurement framework showed a notable improvement in lead generation as a direct result of the client's content marketing activities, thereby allowing for the measurement of return on investment and scaling of content marketing activities.
Digital marketing strategy
TLC developed a full-scale digital marketing strategy for an education client and aligned teams in the implementation processes. Areas covered included paid media, SEO, email marketing, content marketing and the necessary reporting framework to measure results.
Audience segmentation for email marketing
A client needed deep segmentation strategy to increase retention and revenue generation from existing customers. TLC developed segmentation models based on World-Class RFI segmentation to implement an automated email marketing framework based on behavioural triggers. This resulted in a measurable improvement in retention and revenue.
Lead generation and conversion optimisation
TLC worked with a client to optimise lead quality, lead volumes and lead nurture campaigns to improve return on investment across Revenue Operations functions. This resulted in a more astute approach to marketing and sales operations with an emphasis on optimisation and daily KPI monitoring.
Market research to establish customer demand
TLC undertook a multi-country SEO research project to give an education consortium insight into which programmes are in high demand and most likely to sell in each specific market.
Content marketing and SEO best practice workshops
TLC conducted a series of workshops with an online gaming group to train and coach in-house marketing specialists on blogging, SEO and social media best practices.
AI in marketing guides
TLC developed in-house guides for a client to assist marketing team members on how to leverage AI tools to improve performance while maintaining a human tone when creating marketing collateral. The guides included content and image generation techniques and how to use AI for strategy development and data analysis.
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