Private School Campaigns
All campaigns have touchpoints in common—messages, ad types and channels—along the customer journey. However, these will vary according to each private or independent school’s goals. For a campaign to be successful, it’s vital to know who your audiences are and to plan your campaign messages and touchpoints thoughtfully.
The sales funnel for marketing private schools typically functions year round, each with their own seasonality of open houses and admission deadlines against which to run recruitment and enrolment campaigns.
Prospective families do a lot of research online. They’re especially invested in the familiarity and consideration stages of the customer journey, so we tend to focus marketing efforts there. The goal of private and independent schools is not just enrollment, however. They’re looking to attract students and families who will be a good fit for the school, so we also pay attention to demographic data such as location, household income and affinities.
We can help private and independent schools run specific recruitment campaigns, or we can provide full marketing support for schools with no in-house marketing capacity. Full support includes brand development, marketing collateral development and campaign planning, execution and reporting. If your school has a marketing department, our role is to support your goals and augment your efforts with creative and digital expertise not available in house.
How We Can Help
Your School
We employ a repeatable marketing philosophy that pinpoints the audience behaviours and decisions that lead to conversions. By identifying this key data and establishing benchmarks and key performance indicators (KPIs) at the start, we enable you to work with laser-focused precision and streamline conversions. We then execute and optimize your campaign based on our findings, continuously measuring performance and responding to the data that results.
Check out MARKETSMART™ for Private Schools. A program specifically built for independent and private schools.
Step One:
Measure
We mine the data to identify and measure the behaviours that lead to conversions, then set your benchmarks and KPIs accordingly.
Step Two:
Optimize
We work with your team to refine your purchase experience to streamline those conversion points.
Step Three:
Campaign
Our strategic, creative and digital experts develop your organic and paid channels, with breakthrough creative and messaging that addresses key decision drivers.
Step Four:
Repeat
We go back to the start, evaluating what’s working and what isn’t, then adjusting as needed.
The Metrics
The results speak for themselves.
St. John’s-Ravenscourt increased the number of visitors to their website by 27% year over year and boosted the number of event registrations by 85%.
Hillfield Strathallan College increased the number of video views on their site by 197% between January and August of 2020.
Strathcona Tweedsmuir School increased the number of new site visitors by 21% and collective conversions (apply online, book a tour, newsletter signup, etc.) by a whopping 296%.
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Registration is now open for our upcoming webinar with AISAP: Growing Your School Through Data & Advertising.
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Spring is the perfect time to hit pause for just a moment and complete a few ‘spring cleaning’ tasks (or delegate them). Your future self will thank you for reading and following this list of 10 school marketing clean-up tasks.
Get In Touch
Contact us today to see how our data-driven approach can generate the results you’re looking for.
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