Facebook Advertising For Private Schools

Private School Generates Over 10,000 Leads And 8X ROAS

About The School

The school (name protected by NDA) has a different approach to education. There run over 180 schools globally, and their main focus is to help students search for their life’s calling.

The Challenge

The school was looking for people to open schools across the US and approached us to generate leads. This meant finding parents who were fed up with the mainstream education system.

Aberdeen FC had no experience of paid activity on Facebook and wanted to test whether it could play a part in increasing season ticket sales for the 2017/2018 football league season. In previous years they had relied on traditional advertising efforts such as billboards and newspapers.

Client Name, CEO Aberdeen FC

Our Approach

The school already had a good process for converting leads into customers via a “start your school” quiz. But because we were driving cold traffic, we felt we needed to add a level of education. So, we added an additional step to their existing process: a free “start your school” prospectus.

This meant that the flow would be ad → prospectus download → quiz → sale.

We opted to test 3 different types of campaign:

national (targeting the US broadly)
by state
by main city/town (determined by the school’s target areas)

We varied the copy for each state and city to make the content relevant to the people in that area and ran retargeting campaigns to direct warm audiences into the funnel.

Results

The campaign was a resounding success – so much so, the initial 3 month campaign was extended. We reached over 1.2m potential school starters and generated over 10,000 leads.

The 8X ROAS figure only looked at conversions within a 3 months window, so the long-term results are likely to be much higher.