"Boosting enrolments with Google and Facebook Advertising"

Background

Our client is a well-established school in one of the affluent neighborhoods of Kolkata. Despite its excellent reputation for quality education and community involvement, the school was facing a challenge in increasing enrolments for the upcoming academic year. They decided to harness the power of Facebook and Google advertising to attract more local students and boost enrolment rates.

Challenge

The School encountered several challenges:

• Local Competition: The school faced stiff competition from other local institutions, making it essential to stand out 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: It needed to reach and engage local families, particularly parents of school-aged children, within the neighborhood.

Solution

Facebook and Google Advertising 

The school devised a targeted digital advertising strategy using Facebook and Google to address their enrolment challenges.

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 to ensure 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 Facebook and Google advertising 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.
• Cost-Effective Marketing: The cost per enrolment and inquiry was within the school's budget, making it a cost-effective marketing strategy.
• 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 Facebook and Google advertising 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 the school for their children's education.