Overview
A reputed private school in Bangalore was facing challenges in attracting new admissions despite its stellar academic record and facilities. Traditional marketing methods like print advertisements, billboards, and word-of-mouth were proving insufficient in a highly competitive educational market. With the rise of digital-savvy parents, the school decided to partner with 9 Digits Media, a leading digital marketing agency, to explore digital marketing as a solution to increase leads and student enrolments..
Challenges
- Increased Competition: Numerous schools in the region were offering similar programs, making it difficult to stand out using conventional marketing techniques.
- Limited Online Presence: The school had a basic website but lacked engagement on social media platforms, and its online visibility was minimal.
- Low Lead Conversion Rates: Despite a few inquiries from the website, the conversion rate was low, as many parents were unaware of the school’s strengths.
- Reaching Target Audience: The school struggled to directly reach prospective parents who were seeking specific educational offerings like STEM, extracurriculars, and modern facilities.
Solution
To address these challenges, 9 Digits Media implemented a comprehensive digital marketing strategy that included the following key elements:
1. Search Engine Optimization (SEO):
- The agency revamped the school’s website, optimizing it for search engines. They focused on using keywords like “Best CBSE school in Bangalore” and “Top international school near me,” ensuring that the school appeared on the first page of Google search results. This move significantly improved the school’s online visibility.
2. Pay-Per-Click (PPC) Advertising:
- 9 Digits Media launched Google Ad campaigns targeting parents searching for education-related terms. The ads were location-specific, focusing on Bangalore and nearby suburbs, which attracted relevant traffic to the school’s landing page. Each ad was tailored to highlight the school’s unique selling points—its state-of-the-art facilities, extracurriculars, and modern teaching methods.
3. Social Media Marketing:
- The school began leveraging Facebook, Instagram, and LinkedIn to engage with parents and students. The agency helped create regular posts showcasing student achievements, classroom activities, school events, and facilities. Through targeted Facebook ads, they also reached parents within the desired demographic who were interested in academic and extracurricular excellence for their children.
4. Email Marketing Campaign:
- A personalized email campaign was launched targeting parents who had shown interest or made inquiries. The emails included school highlights, success stories, and upcoming event invites such as open houses and webinars. These emails kept the school top-of-mind for prospective families.
5. Content Marketing:
- 9 Digits Media created blog posts to educate parents on key topics like “How to Choose the Best School for Your Child,” “Importance of STEM Education,” and “Holistic Development in Schools.” These articles were shared across social media and helped position the school as an expert in education while drawing organic traffic to the website.
6. Webinars and Virtual Tours:
- In response to the pandemic, the school introduced online webinars where the principal addressed concerns, shared the school’s vision, and provided detailed information about their programs. Virtual school tours were also introduced, allowing parents to explore the campus without physical visits.
Results
1. Increased Website Traffic:
- Within six months of implementing the digital marketing strategy, the school’s website traffic increased by 300%, with a significant portion of the traffic coming from organic search and paid ads.
2. Higher Lead Generation:
- The number of inquiries through the website increased by 150%. PPC campaigns had a click-through rate (CTR) of 4%, which is above the industry average for the education sector.
3. Improved Lead Conversion:
- The conversion rate improved by 40%, thanks to the focused efforts of retargeting ads and personalized follow-up through email marketing. Many inquiries resulted in registrations for open houses and school events, further driving admissions.
4. Enhanced Engagement on Social Media:
- The school’s social media pages saw a 200% increase in followers and engagement. Parents actively interacted with posts, commented on webinars, and shared content, amplifying the school’s brand awareness.
5. Higher Enrolments:
- By the end of the academic year, the school reported a 20% increase in enrollments compared to the previous year, attributing much of the success to the digital marketing efforts by 9 Digits Media.
Conclusion
- The digital marketing strategy not only helped the school increase its online visibility and leads but also built a stronger connection with its target audience. By adopting a multi-channel approach—SEO, PPC, social media, content, and email marketing—9 Digits Media enabled the school to stand out in a competitive market and significantly boost its admissions.
