Integrated Communications Plan Needed for Independent Day School
True Digital Communications helps an independent Pre-k through 12 day school with their issues on attracting full pay families. Due to a decline in the population in the main city near the school and additional competition from parochial schools and strong public schools in the same area, True established a new marketing communication plan for the school that focused on strategy.
An independent day school, grades Pre-K through 12, faced issues with attracting full-pay families due to a steep decline in population in the main city located several miles from the school. There was additional competition from parochial schools and strong public schools in the same area.
With extensive research, True established a new marketing communications plan that focused on strategy. Updating the copy on the website, refreshing the advertising and direct mail touch points to reach a broader audience and creating a more user-friendly approach to the school’s social media channels all came from the new plan. A digital advertising campaign also played a key role in reaching the correct families.
Over the two-year engagement, our Google AdWords program yielded 95,000 impressions and 3,400 clicks. Seventy-five percent of new students enrolled at the school were at least half-pay, which reached the Net Tuition Revenue goal at the end of year two. Facebook likes were up 57 percent; Facebook total engagement up 100 percent; organic reach up 31 percent.