Case Studies

Granular Targeting Increases Full-Pay Boarding School Applications

An independent school, grades 9-12 boarding/day school, faced issues with attracting full-pay families in a nontraditional market. The school needed a redesign of their website and more strategic social media and advertising. True began with research and meetings with school administrators to develop a strategic communications plan that included digital advertising.

no plan

The Challenge

An independent school, grades 9-12 boarding/day school located in a nontraditional market, faced issues with attracting full-pay families. Website content was outdated and there was no current written plan, measurement or connection to admission. Social media and advertising needed to be more strategic.

key zip code targeting

True's Role

Assuming the role of outsourced head of marketing and communications, True began with research and meetings with school administrators to develop a strategic communications plan that included digital advertising. Content was updated with the help of in-house resources and the digital campaign zoned in on key zip codes within a five state radius where full-pay families were prominent.

14% increase in full-pay apps

The Results

Inquiry and application trends began to reverse, with increases in web traffic and social media engagement noted. Direct mail response improved, as did the percentage of full-pay student applications. After two years, website visits continued to increase. Requests for information or inquiries was up more than 700% and admissions inquiries topped 1,000 (which was the highest total in five years) and full pay boarding applications were up 14%.