Industry
Education marketing for schools and training providers
Private and public schools, a swim school, online certification and professional training, across eight documented engagements.
What is different here
Why schools, training and education does not run like everything else
Education runs on a calendar, and that single fact changes everything about the account. Enrolment has a deadline, so demand is not a steady trickle you optimise against month by month; it is a season with a hard end, and a campaign that finds its footing in week six of an eight-week window has failed regardless of what its cost per lead eventually settled at. The spend curve has to be front-loaded and the creative has to be right before the season opens, which means the testing happens out of season. The second difference is that the person searching is usually not the person enrolling: a parent researches and a child attends, or an employer pays and a professional sits the course. Copy written to one of them loses the other. The third is that the decision is unusually high-consideration for the money involved, so the measurable step is an open day, a trial class or a prospectus request rather than a sale.
Documented work
8 engagements in this sector
Each links to the full write-up, and each write-up links to the source document its figures came from. The location shown is the one that document states.
Where the leverage is
What we lead with, and why
Questions
Schools, training and education: frequently asked questions
When should an enrolment campaign start?
Before you think. The creative and the landing pages should be tested out of season so the spend goes to what already works when the window opens, because a campaign still learning in week six of an eight-week enrolment period has effectively missed it. For a September intake that usually means building in spring.
Do you advertise to parents or to students?
Whoever makes the decision, which is rarely the person who attends. For schools that is parents, and the copy answers what a parent asks: outcomes, safety, cost, distance. For professional training it is often the individual, and sometimes their employer, which is a different message and usually a different landing page.
What does an enrolment enquiry cost?
Our documented education work includes a private school in San Antonio at $61 per lead across 306 leads in three months. That figure belongs to that school, that market and that intake, and we would not quote it to you as a forecast. It is on the page because it is checkable against the source document.
Can you work with a public or tuition-free school?
Yes. One of the engagements below is a tuition-free college preparatory school, where the campaign was about enrolment and awareness rather than fee revenue. The measurement changes, because there is no purchase at the end of it, and the honest metric becomes applications and attended open days.
Tell us what you are trying to grow.
We reply within 10 minutes during business hours. We will tell you what your leads cost now before proposing anything.