If you are running an education platform or a school for children, you are already implementing a lot to ensure your online presence & enrich the conversion from a holistic approach of content strategy. Today, we’re going to take a look at how One of our Clients, A Grammar School managed to increase its target parents through a holistic marketing strategy to rich parents 2x times more within 4 months of the continuous plan to improve their presence.
Let’s dive in and see the data, and what they achieved by onboarding Digierb Communications, as their marketing agency!
Understanding the Challenge
The Grammar School provides the English version of the National Curriculum and the English medium of the Cambridge Curriculum education.
The secondary school serves students from Playgroup to Class 8 and A & O Levels. They faced the challenge of effectively reaching their target parent demographics in the Targeted Residential area of Dhaka.
With increasing competition, they needed strategies to engage parents and showcase the school’s value addition in quality education delivery.
Our first approach was understanding their requirement for creating their targeted client persona, which will drive the content strategy to fit them.
After that, we visited their campus to understand their,
- way of education,
- the strength parts of their highly experienced teachers,
- and their educational resources.
After analyzing all these kinds of stuff we make a project timeline for all the activities from scratch planning to content execution for four months.
We had several meetings at this initial stage with the School Authority to be aligned with all of their organizational inputs, viewpoints, and most importantly, their goals for the next 6 months of their communications.
Creating engaging Content
Engaging content is not only content that has a good engagement rate but also creates value for the output that we need to achieve from it.
For that, at the planning stage, we focused on the content that directly showcase the School’s educational activities and different cultural & after-school activities that enrich a child’s creative mindset.
After that, we focused on reliability which comes from a quality education atmosphere.
Every parent is conscious of the quality of the education their children are getting. To create reliability we create the plan to showcase the background of their highly skilled teachers.
So their content flow seems something like below:
These all are used to make awareness of the targeted client, so that
The first step was creating engaging content to the needs and interests of prospective parents. By creating content that is similar to the target audience, the school effectively communicates its values, teaching methodologies, and the improvements that a children can have.
- Implementing a 360 Content Strategy
Next, we went all out with our marketing activities. Our mission is to create a marketing strategy that engages parents and encourages them to admit their children.
What we did:
- Showcasing school facilities and their resources
- Highlighting educational excellence and awards
- Providing Real-time classroom and Activity updates
- An introduction teachers
- Admission offer
- Showcasing students’ personal growth, physical fitness, and mental health through co-curricular activities.
- Showcasing a well-equipped classroom, laboratory and library.
We created creative content and made visual images, uploading them on every platform including Facebook, Instagram and Google. Additionally, we optimized the SEO to ensure maximum visibility of their website while searching for their info.
- Using Social Media Platforms
We all know the power of social media platforms. We implemented a multi-strategy to boost school visibility and engagement among parents in the Targeted Residential area of Dhaka.
We did:
- Facebook Campaigns: We designed targeted Facebook campaigns to showcase the grammar school’s admission process, educational achievements, upcoming events, Annual sports events, student’s extracurricular activities, and co-curricular activities.
By strategically doing demographic targeting and running ads to filter the prospective leads, we ensured maximum reach and engagement within targeted audiences.
We also made the most of social media static, sharing national occasions, regular educational content, and updates about the school. It continuously provides the audience with updates on the School’s ongoing activities.
- Instagram Stories & Posts: We started to use Instagram stories and posts regarding the school’s academic life, educational excellence, and extracurricular activities to target the parents of first-school children.
- Creating the custom Audience: With all of our paid campaigns we start building the prospective custom audience for getting the prospective lead at the time of admission campaign. This approach helps us to reduce the campaign budget with an ongoing plan for capitalizing the audience segmentation.
- Using Customized Landing Page for Lead Generation
We redesigned The Grammar School’s website to provide an engaging and informative experience to the parents. The website showcases the information, providing details about the teachers with videos of their education, curriculum, modern facilities, extracurricular activities, and admissions procedures.
We did–
- Redesigned campaign landing page with a proper content plan to get the most out of Get Contact Info leads.
- Provide visuals of school activity images, different connecting events, and motions from teachers.
- Add focused sections showcasing videos of the teacher’s skills & educational activities.
- Collect leads with Messaging & Landing Pages:
We always start to finish the circle & repeat!
We ensured the school collected prospective leads from their website and social media platforms. This campaign was like a virtual welcome where the retargeted parents could share and ask questions about the school. We create different types of lead forms and add queries so that we can filter the response to find the actual target parents.
By simply filling out this lead form parents could start the conversation with the School’s Customer Service team easily, and then the Client Management Team could reach them personally. This means that once leads are experienced and see their education service, they are more likely to admit their child to this school.
We collaborate with the School Team and guide them through the lead follow-up process step-by-step so they can have the maximum number of conversions.
And the journey that begins at 2022 & it’s counting more in 2024. And the CPR becomes a great picture with the ultimate use of a strategic marketing circle.
After 2 years of playing together, Check out how the campaign results are going now for their upcoming session:
Results
The results? Pretty amazing. Parent engagement doubled, and twice as many parents were keen on enrolling their children after 4 month of the first goal. Also, increased the website traffic and improved customer response & service-giving process.
So, what’s the secret? Well, it’s all about having a solid plan and sticking to it. The Grammar School’s success in reaching twice as many parents through data-driven content strategy and 360 media cover just shows you how important it is to have a good strategically aligned plan to serve the right message.
However, the process is not over yet; it’s just the completion of the declaration stage.
There is always a continuous demand for recurring content to make the reputational stage. We are now building the foundation of reputational stage along with their organizational goals.
