“Growing up together” with BRITANICA Park School
What was the situation when the client came to us?
Today may not be 1st June, but any day when the child feels significant and valued while curiously exploring the world can be considered a holiday. That is why we accepted a cause as our own. The first private park school in Bulgaria – BRITANICA Park School opened its doors in September 2019. The new generation school combines innovative teaching methods with a complete atmosphere for family environment and comfort. We liked the freedom and unadulterated behavior that the creators of BPS adhere to, developing the individual capabilities of each child.
What was our goal?
That is why four months before the start of the new school year and the first for BRITANICA Park School, we set our goals together. We knew we needed to reach out to potential parents and children to learn about the range of opportunities provided by BPS. Our priority was the completed forms for meetings and consultations, as well as actually registered children in different age groups.
What decision did we make and what approach did we use?
We started with an analysis of the site, noting the need for additional information that would give depth to the user path and enable parents to get answers to more questions.
We had to take into account the children’s charge and the school atmosphere, while at the same time taking into account our messages to parents. That’s how we made it diversified portfolio from different media, formats and content. We took into consideration the academic program – kindergarten, primary school, junior high school and high school – to determine the target audiences and a specific media plan for each area. This has made us flexible in the management and priorities of each category on a weekly basis.
In addition, we prepared creatives with different accents to go on a / b test so we could find out what excites parents more – the program or the modern campus.
The next step was to create content and highlights within 3 months to keep the project close to parents and to acquaint them with the development and all the news around it. “
Which channels and formats did we bet on?
And if it is clear that children can always be found in the great adventures and on the playground, now it was time to talk to mom and dad. But this was not a meeting with the class. We searched for them on Facebook, Instagram, Google Search, Google Display (GDN, GSP + REM) and Premium articles in various media. We opted for the following formats: static banner, carousel, lead generation, posts, stories, Google Ads – HTML5 banners, short videos and articles.
What audiences did we use?
FACEBOOK AND INSTAGRAM
We targeted people with an interest in competitors, friends of the site’s fans, engaged users, parents, and job positions. We included audiences of people with similar interests and digital behavior of those who committed to the Facebook page and have already converted. The remarketing campaign was conducted with the following audiences: remarketing facebook engaged users, remarketing landing pages and those who watched at least 50% of the videos.
BRITANICA Park School has its own park, which brings children as close as possible to the ecological way of life. And speaking of eco – in the Google ecosystem we relied on search advertising in combination with display campaigns. Search advertising was structured based on the expected searches of users: the service that users search for; age of the child; competitors and brand keywords.
For display drips, we opted for several types of targeting:
- Interests – Aimed at Parents; Interests related to baby and children’s products; Interests related to the specific services offered by Britanica;
- Placements – targeting advertising positions on specific sites that we believe are of interest to our target audience;
- Audiences, similar to the already converted ones, and those for which the Google Ads system gives us an indication that they are more inclined to convert;
- Remarketing audience.
11% of all users who visited the site through one of the Google channels have performed one of the most important actions for us – sending an inquiry, clicking on the phone number or visiting the contact page. The highest percentage is reported in the search campaign, which includes only searches for private kindergartens in Sofia – 25%.
What conclusions did we draw?
Within three months, we were back to our student excitement, and this was not the old Back To School campaign that any marketer would think of. And now we take off our backpacks and take out our notes:
The search campaign was the main focus of the communication mix and with the highest priority of all channels. Our ads were active with excellent Impression Share between 80 and 97% in their various categories. The audiences with the most conversions and the highest Conversion rate are the remarketing audiences of users who have committed to the content, as well as users who have visited the landing page.
We have the highest CTR from Facebook posts – it reached over 23%. As expected, the greatest interest is in the “kindergarten” direction. In 58% of cases, users send a request after passing through only one communication channel.
What were the results in numbers?
For a period of 3 months:
- over 37,000 site visits
- over 200,000 Facebook audiences
- Search – 80 – 97% Impression Share in its various categories
- Google and Facebook pay 79% of paid advertising for the site, with 67% of requests supported.
- 136 requests sent during the campaign
- An additional 135 clicks on the phone number
- over 5000 unique visits to the contact page
- school category – 81 new enrolled children out of a total of 308 (26% new children from marketing activation)
- Kindergarten category 55 enrolled children out of a total of 82 (67% new children from marketing activation)
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