Case Study · Full-Funnel Digital Marketing

Client

Kumon

A dual-funnel
growth engine

Over an eight-year partnership, The Brand Bee built Kumon a full-funnel digital engine across India and Sri Lanka - driving student leads, growing community, and recruiting franchise partners to open new Centres.

30–50%

Student leads above target

310+

Franchise enquiries

New Centres opened

Client

Kumon

Industry

Education & after-school

Region

India & Sri Lanka

Duration

8 years

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01The Client

A 60-year-old learning method, built for digital demand.

Kumon is a global after-school study programme offering individualised learning in Math and Reading to children of all ages. In existence for over 60 years, Kumon operates across 50 countries and regions with more than 4 million students enrolled across 24,700+ Centres worldwide. Its method builds strong foundational skills, fosters independent thinking and helps children realise their full potential.

Industry

Education & after-school learning

Service focus

Full-funnel digital - leads, SEO, social & franchise

Region

India & Sri Lanka

Objectives

Drive student leads via Free Trial and Free Registration campaigns.

Establish presence in new locations across India and Sri Lanka.

Grow brand awareness and an engaged community through social content.

Recruit qualified franchise partners (Centre Instructors) to open new Centres.

02The Challenge

Two audiences, two journeys, one engine.

A post-pandemic shift to "Digital Kumon" needed fresh awareness and lead generation - while two very different audiences had to be served in parallel.

Pivot to virtual

A post-pandemic shift to "Digital Kumon" needed fresh awareness and lead generation.

New-market entry

Establishing presence in new locations across India and Sri Lanka.

Two distinct audiences

Student acquisition and franchise recruitment need entirely separate journeys.

Community building

Growing an engaged parenting community around the brand.

03Our Approach

Two engines, running in parallel.

A full-funnel strategy running student acquisition and franchise recruitment simultaneously - amplified by social storytelling and SEO across India and Sri Lanka.

Dual-funnel lead generation

Targeted Free Trial and Free Registration campaigns for student enquiries.
Separate funnels and messaging for students vs franchise/instructor recruitment.
Parenting-demographic and radius targeting around current and new Centres.
Continuous A/B testing of creatives, copy and landing pages, with offline-online coordination.

Franchise & instructor recruitment

Dedicated franchise landing pages - low-investment model, training, global brand and earning potential.
Meta targeting of educators, parents and entrepreneurs (28–50); Google Search for high-intent prospects.
WhatsApp + email automation segmenting enquiries by city, background and investment readiness.
"Life as a Kumon Instructor" organic series, with area-manager coordination for offline conversion.

Social, content & SEO

Educational, aspirational and community content for the India and Sri Lanka pages.
Engagement-first formats - polls, quizzes, "Did You Know", success stories and testimonials.
Ongoing SEO and local SEO (Google Business Profiles) to grow organic walk-ins per Centre.
KPI dashboards tracking CTR, CPL, lead-to-enrolment and walk-ins, reviewed monthly.

Capabilities enabled

Student lead generationFranchise & instructor recruitmentSocial media & communityContent marketing & storytellingSEO & local SEO (Google Business)Campaign analytics & CRM workflows

◆The Work

The creative that carried it.

A look at the work The Brand Bee produced for Kumon.

Social

Social that earns attention. Scroll-stopping creative made for the feed.

Campaign

Campaigns built to convert. Performance creative focused on outcomes, not just reach.

Content

Content that does the work. Crafted to inform, engage and rank.

04Results

A full funnel that compounds, year on year.

On a ₹1 Cr annual budget, with FRC + FT flagship campaigns twice a year across India and Sri Lanka.

Student leads per year, across four FRC + FT waves

~₹350

Cost per student lead, blended across India & Sri Lanka

YoY lead growth on flat budgets

Franchise enquiries across six target cities

Qualified franchise leads, CRM-stage and sales-ready

New Centres opened, attributed to the digital pipeline

Student leads run 30–50% above target, with a +60–75% YoY Centre walk-in uplift via SEO.
Franchise pipeline delivered at ~₹420 per lead with a ~5.1% landing-page conversion.
Dual-funnel approach drove student and franchise growth simultaneously through separate, tailored journeys.

Key learnings

★

Dual-funnel works

Student and franchise growth, driven simultaneously by separate, tailored journeys.

★

Local SEO compounds

Organic walk-ins during non-offer periods proved a high-ROI, long-term channel.

05The Outcome

Demand and development, driven together.

Across an eight-year partnership, by combining performance marketing, SEO, social storytelling and a dedicated franchise funnel, The Brand Bee helped Kumon grow its student pipeline, establish new markets across India and Sri Lanka, and build a structured franchise recruitment engine - proving a full-funnel approach can drive consumer demand and business development simultaneously.

Net effect

Across eight years, a full-funnel approach drove consumer demand and business development at the same time - more students, new markets, and a structured franchise recruitment engine.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

A dual-funnel
growth engine