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St. John’s-Ravenscourt is a leading, private academic institution whose history dates back almost 200 years. Their progressive approach to education challenges students to push themselves every day so they can become the best version of themselves. In the spring of 2016, the school approached Metric to help increase early enrolment numbers.
We began by commissioning third-party market research aimed at identifying audience motivators and geographic regions that were more likely to enrol their child. Based on these findings, we segmented our audience into three psychographic profiles and built a campaign platform and media strategy focused on connecting with these communities.
Our creative approach was based on a single moment - the first time a parent realizes that their child has untapped potential. Whether it’s in academics, athletics or arts, this moment of truth is a spark that encourages parents to help their child nurture their potential.
Rather than executing one or two ads based on this idea, we developed six pieces of creative that spoke to different skill sets with the theme line “It’s easy to spot a future student.” Each ad featured a child building on their interests without the outside assistance of a guardian.
A mix of online and offline media solutions were recommended to support the campaign. General print and outdoor awareness ads helped to get in front of the right audience with geographically-specific placements while display and social ads helped to drive traffic towards a series of conversion pages.
All six campaign executions appeared in market, with online ads directing parties to creative-specific conversion pages aimed at telling the SJR story and delivering a contact form to learn more. Re-targeting options allowed for enhanced messaging to guide the audience from awareness to consideration stage and A/B testing allowed us to optimize the campaign by cycling through multiple executions and displaying higher performing ads throughout the campaign.
With over 5 million impressions over the course of the campaign driving hundreds of qualified leads to their open house, the result was the most successful recruitment campaign in the history of the organization at a cost lower than a single year of tuition.