Attracting the Next Generation of Student Leaders
Approach
Following a review of past efforts, a more digital-centric strategy was selected to allow for more specific targeting of prospect families that may have had no awareness or prior exposure to Oaks Christian. Based on demographic information available, Risdall would target audience members with multiple impressions in a short-term push to connect them with critical content prior to specific admissions events in their area.
Solution
We developed a lead generation campaign to connect potential student families with the school through audience segmentation and location data. With specific zip code and grade targets, we focused on attracting families that were likely to attend one of three admissions-focused events. Risdall included location tracking to attribute the impact of digital ad programs to device IDs of those that attended the event, whether or not a formal RSVP was completed, providing the client with clear program performance data.
The campaign included:
- Creative development for ad programming
- Messaging creation
- Landing page development
- A/B testing of ads with ongoing optimizations for better performance
- Multiple media channels including display, audio, video, social and email
Results
As a result of our work, Oaks Christian School achieved a 46.6% increase in CVR% with A/B testing of landing pages and ad copy. This resulted in a 75% increase in YOY attendance, and 19 qualified, attributed enrollments totaling $3 million in potential student revenue.
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