As a creative school branding and marketing agency who work exclusively in the education sector, we understand the importance of digital marketing for schools.
For a long time, schools have fallen behind when it comes to being present online, with GDPR and privacy policies in the way it has seemed too high risk and not worth the time or money. With social networking sites having an estimated reach of 3.96 billion users in 2022, having a clear and effective digital marketing strategy in place has never been more important. From improving awareness of your school to defining its image, digital marketing efforts are an invaluable tool in any school’s arsenal.
At Cleverbox, we work with some incredible schools and love to see how digital marketing strategies help boost their brand image and increase core school KPI’s. This case study outlines just how valuable investing time in your school’s digital marketing efforts can be.
Digital Marketing for Parkside School
We reached out to our trusted education marketing agency partner, Signify Digital, to help us with a digital strategy for Parkside School. An independent school in Surrey for boys aged 2-13 years old, with extensive facilities and a faculty of passionate and dedicated staff, Parkside is a place where children’s curiosities are awakened and they develop the courage to rise to any challenge.
Running PPC and Paid Social advertising for Parkside School, the digital marketing campaign was designed to increase awareness and new pupil signups. Here are the results:
PPC for Parkside School
Having never previously run PPC adverts, Parkside School required a Google Ads account to be set up with the following goals in mind:
- Enhance Brand Presence – Parkside School wanted to expand their reach and make more people aware of the school throughout Cobham and the surrounding areas.
- Drive Open Day Sign Ups – Ahead of the next school year, Parkside School wanted to sign up as many potential students and parents as possible to the open day.
- Raise Awareness of Parkside Nursery – By bidding on nursery-related terms, Parkside School wanted to help drive sign ups and create awareness of their on-site nursery.
With Parkside School’s key targets in mind, three campaigns were run, each targeting users in the local area with bids optimised by various demographic considerations:
- Brand Terms:
Bidding on – ‘Parkside School’ , ‘Parkside School Cobham’ etc - General Terms:
Bidding on – ‘Independent School Surrey’ , ‘Independent School for Boys’ , ‘Private School in Cobham’ etc - Nursery Terms:
Bidding on – ‘Nursery School Near Me’, ‘Nursery School Cobham’ , ‘Pre-School in Surrey’ etc
The results for the campaign so far:
- 85,000+ Searchers Served Parkside School Ads with 31,800+ Impressions from ‘brand’ keywords
- 12,500+ Clicks on Parkside School Ads
- 350+ Users from PPC made an enquiry
Paid Social Advertising for Parkside School
Having never run social media adverts before, Parkside School requested that Facebook advertising be set up with the following goals in mind:
- Increase Social Media Engagement – Parkside School wanted to enhance their social media presence with the goal of reaching younger parents and increasing awareness among that demographic in and around the Cobham area.
- Drive school tour sign ups – Parkside School wanted to entice as many potential students and parents as possible to view the school both on open days and through private school tours.
- Raise Awareness of Parkside Nursery – Parkside wanted to raise awareness of their nursery and help drive sign ups to their on-site nursery school.
Work carried out included:
Targeting: Detailed targeting was set up for campaigns to ensure that ads were being served to the optimum audience. This utilised targeting strategy based around the target audience’s location, age, gender and interests
Artwork: Artwork and copy was created using imagery from the school, ensuring keywords highlighted through SEO work were implemented throughout the copy.
Video: Due to changing social media algorithms, it was suggested that the school trial video content to increase engagement on their ads.
Analysis: Regular, detailed analysis of advert performance was carried out, with subsequent strategic adjustments to targeting, ad copy, artwork and placement.
The results for the campaign so far:
- 142,500+ unique individuals were served Parkside School Ads
- 12,500+ Clicks on Parkside School Ads
- 0.85% average CTR
- 1,486,000+ total Impressions
If you are interested in digital marketing help for your school, get in touch with the team at Cleverbox. Our specialised team has a wealth of experience under their belt to help you optimise your online presence.