MOFUConsideration · goal: start a conversation (inquiry)

Is online college right for your child?

The visitor's question: "Is this a safe choice for my child?"

Campaign brief

Who, where, and what we want

Persona: Parents of Grade 12 / fresh grads; Payers and approvers for the Fresh Grad personas (47% of applicants, 5.8–8.2% conversion, 74% under ₱10k household income for full-time fresh grads).
Who decides: The parent, with the child
Job to be done: "When my child is choosing college, help me be sure it's legitimate, affordable and leads to a job, so we don't waste money we can't spare."
Channel: Meta (Feed) + /for-parents page; Ages 38–55 · parents of teenagers · Western Visayas (Negros), CALABARZON, NCR · March–July (SHS graduation season)
Our objective: Parent leads with their concerns and funding need, and a family call booked. Brings back the parent flag we lost in 2025.
Quiz: Parent's Guide: 6 questions, 1 interstitial; Lead form required before the result · fields: firstName, lastName, email, childName

Step 1

The user journey, and where the quiz appears

Quiz access
1 · Channel
Sees the ad or visits /for-parents
Speaks to the parent's worries, not the child's dreams.
Access: Ad CTA and /for-parents section
2 · Quiz
6 questions
Child's stage, priority, worries, funding, location, who decides.
3 · Quiz
Dynamic proof screen
One of 4 versions, based on what the parent cares about most.
4 · Lead form
Lead form
Parent name, email, child's first name (optional).
5 · Result
Family guide
Fit, funding matches, questions to ask, share with child.
Quiz access
6 · Nurture
Share with child
Child gets the Program Fit quiz link; their lead is linked to the parent's.
Access: Shared link to the child
7 · Conversion
Family call → application
Admissions calls with both on the line.

Scroll sideways on small screens. Red cards are where a visitor can reach a quiz.

Step 2

Try it: from the placement to the result

The phone starts at the placements (step 1 of the journey). Answer the questions; the panel on the right explains each screen and shows the lead record and events the quiz produces. The lead form uses sample details; nothing is sent anywhere.

Placement 1 · Meta ad (Feed / Reels)

Mapúa Malayan Digital College

Goal and metrics

Metric	Target	Baseline	Why it matters
PRIMARYLead capture (starts → form)	≥ 40%	New metric	Parents expect a guide by email.
Family call booked	≥ 8% of leads	New metric	The call is where parents decide.
Child lead linked to parent lead	≥ 30%	New metric	Measures the 'share with child' loop.
Application → attended, parent-linked	≥ 20%	25.7% vs 13.3% (n=288, biased)	Our small sample says family involvement goes with enrolling.

Targets are proposals for a first 8-week flight, to be reset after the first 1,000 quiz starts.

Guardrails

Things that must not get worse while we chase the primary metric.

Share routed to the funded path
Complaints about contact frequency

Step 4

After the result

Nurture sequence

Day 0
Family guide (PDF-style email), 'forward to your child' button
Day 2
Scholarships that match your answers, with deadlines
Day 5
What a week at MMDC looks like (video)
Day 7
Book a family call

New data on every lead

Fields today's lead form doesn't collect. They feed admissions, the nurture, and the C360 models.

Parent_or_Student = ParentStudent_TypeParent_ConcernFundingRegionDecisionChild first name