How Google advertising boosted school admissions?

Background

A well-established school in one of the affluent city neighborhoods faced a daunting marketing challenge. Despite its excellent reputation for quality education and community involvement, the school was facing a challenge in driving enrolments for the upcoming academic year. 

Challenge

Specifically,the competitive landscape had

• Local Competition: There was intense competition from other similar local institutions, making it essential to have an unique presence in the community.
• Enrolment Period: With the academic year fast approaching, there was a limited window of opportunity to attract new students and fill available seats.
• Targeting Local Families: The school needed to reach and engage local families, particularly the parents of school-aged children, within the neighborhood.

Solution

Our hyperlocal strategy centered around search engine marketing. This was ably supported by email marketing that incentivized early enrolments.

Here are a few highlights 

Campaign Strategy:

• Local Targeting:
  • Geographically targeted Facebook and Google ads to reach families within a specified radius around the school.
• Audience Segmentation:
  • Segmented audiences based on demographics, including age, parental status, and household income ensured ads reached parents of school-aged children.
• Engaging Visuals and Messaging:
  • Created compelling ad creatives featuring images of happy students, engaging teachers, and the school's facilities.
  • Developed ad copy highlighting the school's unique selling points, such as small class sizes, experienced faculty, and extracurricular activities.
• Ad Extensions:
  • Utilized ad extensions on Google Ads to display additional information like location, contact details, and the school's website.
• Mobile Optimization:
  • Ensured that all ads were mobile-friendly, recognizing that many parents browse on mobile devices.
• Conversion Tracking:
  • Implemented conversion tracking to measure the number of inquiries and enrolment form submissions generated by the ads.

Results

The  campaign yielded positive outcomes for the school:

• Increased Enrolments: The campaign attracted a substantial number of inquiries and enrolment form submissions, resulting in a higher enrolment rate for the upcoming academic year.
• Improved Brand Visibility: The school's visibility within the local community grew significantly, solidifying its reputation as a top educational institution.
• Community Engagement: It received positive feedback and engagement from local families on social media, contributing to a stronger sense of community involvement.

Conclusion

The school successfully utilized advertising on Google to address its enrolment challenges and boost enrolments for the upcoming academic year. The targeted approach, engaging visuals, and localized messaging proved effective in reaching and persuading local families to consider them for their children's education.