[Silver Sponsor]
Workshops
Sarah Monaghan
Sponsored by
Connected Copy
"How To Position Your Marketing So The 'Right-Fit' Millennial Parents Are Drawn To Your School..."
Sarah Monaghan from Connected Copy gave a workshop (11:50 AM on Wednesday 3 February and 11:30 AM on Thursday 4 February 2021) explaining how to position your school’s marketing so that the 'right-fit' millennial parents are drawn to your school...
Connected Copy About & Contact
ABOUT CONNECTED COPY
Connected Copy (www.connectedcopy.co.uk/independent-schools-marketing) is led by Sarah Monaghan, a professional journalist with 15 years’+ BBC and commercial digital marketing experience.
She helps schools stand out online to attract exactly their ‘right-fit’ parents and to boost enrolment.
Connected Copy’s work resulted in a client Sussex prep school winning the UK Content Awards.
CONTACT CONNECTED COPY
CONTACT: Sarah Monaghan
EMAIL: sarah@connectedcopy.co.uk
TELEPHONE: +44 7905916610
WEBSITE: www.connectedcopy.co.uk/independent-schools-marketing
Connected Copy Resources
CONNECTED COPY CASE STUDY
CASE STUDY: Prep School Marketing Case Study
Sompting Abbotts Preparatory School is an independent non-selective school in West Sussex that needed to increase enrolment. Its traditional offline marketing and existing website were failing to attract enough new parents or web traffic. Website visitor numbers were static and the SLT wanted to improve user engagement and boost lead generation.
Connected Copy worked with the school to discover the root of its challenges. The result was a re-brand, a website re-design away from WordPress to a new Squarespace platform, and development of an innovative digital and content marketing and social media campaign. This was targeted to appeal to the school’s millennial parent audience.
Results & ROI:
* Enrolment: +41%
* Enquiries: +97%
* Traffic to the school website: +169%
* Facebook followers: + 333%
* SEO: The school’s top 10 target SEO search terms are all on Google’s first page, many in top 5 results
* Recognition: Sompting Abbotts was named winner of the UK Content Awards
Read the full case study at: www.connectedcopy.co.uk/sompting-abbotts-case-study
VIDEO POEM
The Importance Of Emotional Connections With Parents
This video poem produced during lockdown and shared on social media has helped to keep existing parents connected with the school but has also had the unexpected benefit of acting as a showcase for the school and attracting new parents! For now it sits on the school's home page and many prospective parents have mentioned how much they liked it in their initial enquiries.
FACEBOOK ADVERTISING
A Straightforward Approach To Facebook Advertising For Schools
Facebook advertising can seem befuddling and many schools take a 'throw it the wind and hope for the best approach'. But if you approach it strategically and get clear on the purpose of your ads, you'll get much better results!
Selling a high-value ‘product’ such as an independent school education requires long-term nurturing.
This is an example of a strategic Facebook ad campaign, run across one month, to attract prospects to discover the education on offer at this prep school.
It works on the basis that parents first decide 'emotionally' that they like a school and then look for rational proof that it is the right fit for their child. The goal was to persuade them to enter the school's enrolment funnel.
>We began with an ‘awareness’ phase, targeting a segmented cold audience of parents of under-8’s and under-12s within a defined geographic area.
Short video ads were used to attract viewers and highlight the school’s USPs of small classes, child-centred education and outdoor learning.
For the 'consideration' phase, engaged ad viewers were retargeted with videos ads featuring current school children, parents and staff that gave deeper authentic insight into the school.
This engaged warm audience was retargeted again for the 'conversion' phase with invitations to attend an Open Day. Lead gen forms were used to remove friction as these are automatically populated by Facebook with user details.
The campaign resulted in the highest number of sign ups to the Open Day event for the school yet.
Are you interested in supporting and contributing to this Conference? We are pleased to hear from any reputable suppliers. To discuss sponsorship opportunities please contact Siobhan or Liz on tel: +44 (0)1980 620575 or email: siobhan@isbi.com