Episcopal Day School : Advertising
DIGITAL ADVERTISING
GOAL
Faced with the challenges of a decreased student body, Episcopal Day School (EDS) was exploring strategies to increase enrollment. They reached out to Powerserve to help attain their goal of reaching more families and thereby increasing enrollment numbers.
PROCESS & SOLUTIONS
Powerserve’s biggest challenge was securing the right target audience. Finding the specific subset of parents who were not only actively considering private schooling but were also in the decision-making phase of transitioning from public education was the key to a successful campaign. Identifying this audience required a deep understanding of parents’ concerns, motivations, and aspirations, along with the practical nuances of their decision-making process.
Promoting the unique advantages of EDS with a concise method of delivery was crucial to grabbing the attention of potential parents. It was essential to communicate the benefits in a manner that would not only showcase the robust programs and facilities EDS has to offer but also delicately tackle any misconceptions about private schools. The task was to strike the right balance, highlighting personalized attention, robust academic programs, and enriched extracurricular activities unique to private schooling – without discrediting other forms of education.
Throughout the ad campaign, various strategies were utilized to address levels of engagement from the target audience. With this refining of the campaign through meticulous planning, testing, and execution, the ads Powerserve created were able to resonate with a larger audience and provide exposure of everything EDS has to offer.
META
Powerserve developed attention-grabbing Brand Awareness campaigns to lay the foundation of audience development. We transitioned our focus from awareness to traffic in order to acquire a more targeted audience and, thus, generate more conversions at the next checkpoint. After launching a conversion-focused campaign optimized for Virtual Tours and Enrollments, Powerserve was able to bring the ads to the right audience, resulting in the generation of qualified leads.
Reach: 157,663
Impressions: 493,531
Clicks: 11,798
Avg. CPC: $0.33
Conversions: 1,180
GOOGLE ADS
Google Ads Search played a pivotal role in implementing strategic keyword targeting and ad placements. The ads effectively reached parents who were actively seeking educational alternatives, resulting in increased inquiries and enrollments.
Impressions - 264,988
Clicks - 10,389
Avg. CPC - $1.05
Phone Calls - 1,046
Conversions 368.00
RESULTS
EDS witnessed a steady increase of quality website traffic which in turn created more opportunities for increasing student enrollment. Iterative implementation of ad strategies and copy optimization allowed Powerserve to more effectively engage prospective families and increase enrollment numbers. Powerserve was successful in understanding the target audience, conveying the unique advantages of EDS, and raising visibility of EDS in order to promote effective engagement of parents of prospective new students and attaining EDS’s central goal: raising visibility and promoting engagement.
For Powerserve’s annual staff get together, Mike joined us as he mingled in the crowd, eliciting multitudes of smiles and many exclamations of ‘how did he do that?” It was a delightful evening! We’re so happy to be part of Mike’s website transformation and hope that many more spectators are able to enjoy his delightful performance as much as we did.
