Nestled in the town of King, Ontario, The Country Day School (CDS) stands alone as Canada's only country day school. As it celebrates its 50th anniversary, the school continues to attract families who value a traditional education. Founded in 1972, CDS offers a balanced approach to learning for students in JK-12 grades. The sprawling 100-acre campus serves as a quiet escape from city life, and the institution remains steadfast in its commitment to an "education with balance.”
CDS was seeing some success with their marketing — but lacked the data to tell them why. It was important for them to be able to see where their marketing efforts were succeeding and what made them successful. Having this information would help them determine where to put more effort or make changes.
Specifically, they wanted to understand the return on investment (ROI) for their campaigns. They were looking to measure the effectiveness of their ad spend in terms of generating inquiries, open houses, and tours. Without this data, they couldn't make informed choices backed by real numbers.
We started off by digging into CDS's website. Our main goal was to understand how people engage with the site, which pages they spent the most time on, what forms they're filling out, and what catches their attention. To make sense of all this, we broke these interactions into easy-to-understand phases: Awareness, Familiarity, Consideration, Conversion, and Loyalty.
Once we had a good grasp of the situation, we came up with a strategy to keep track of these interactions. We added a tracking code to the website and double-checked that the data coming in was accurate. Armed with reliable metrics, we looked at areas that could be improved. We focused not just on applications but also on generating leads, which is often more critical in the long run.
We used the data to suggest changes that would get more people interested in the school, whether that meant applying or signing up for an open house. The key value here was setting a clear baseline for performance — a starting point that CDS could build off of in the future. This built a solid foundation, giving both our campaign team and the team at CDS better data to work with.
Before working with us, CDS saw success but was in the dark about what was driving it. They were using a range of marketing platforms, from social media to search engines, but had no data to tell them which were the most effective. This made it difficult to decide where to invest more — or less — of their advertising budget. By offering data-backed insights, we were able to pinpoint their areas of success and guide them on how to capitalize on it. This helped us make informed decisions that boosted conversion rates for both our team and the team at CDS.
Our project had an immediate and lasting impact. We built an evergreen dashboard that constantly feeds the team at CDS organized, real-time data. This dashboard helps the school make better and more informed decisions and empowers us to craft more effective campaign strategies tailored to their specific needs. The flexibility of the dashboard allows the team to sort through data and adjust date ranges, providing insights into what's working and what's not at any given time. This will help CDS maximize its resources, improve the overall student experience, and plan for the future more effectively.