New Ignite School Admissions in Dubai increases with Social Media Marketing & Google Ads.
About Ignite School:
Ignite School in Dubai offers a Pre-K to Grade 12, American education experience leading to a High School Diploma for Emirati and expatriate students. The School offers a culturally appropriate and relevant learning environment that nurtures Emirati culture, Arabic language and Islamic values. School admissions is now open for student classes.
Background:
Ignite School opened for operations in September 2018. Months ago the school wanted to promote the launch of the school and reach out to parents for primary school education. The school also wanted to get some new student enrollments for the admissions. They believed in digital marketing and knew it was the way forward. Marketing on Social Media along with Google Search Ads & Remarketing was decided to generate new-school admissions.
Marketing Goals:
- Increase awareness and reach on Social Media Platforms.
- Get more relevant website traffic visitors from parents.
- Increase the new student admission forms.
Marketing Strategy & Approach:
The below strategy was planned to assist ignite school achieve its marketing goals.
- Use of demography targeting on Facebook and Instagram to reach out to parents who are ready for KG – Grade 5 Admissions
- Good use of creatives, including school premises and its facilities images to promote.
- Ensure proper tracking codes and pixels were installed to measure reporting and optimize campaign performance.
- Developed an effective landing page with the key information displayed right on top in order to increase online registrations.
- Use of Custom Audiences, demography targeting, Google Search, and Banner ads were used simultaneously to reach the right audiences.
- Remarket to website visitors and reach them over to Google Display Network and new audience network channels from Facebook.
- Frequently changing the image creatives to avoid ad fatigue and offer newness to the limited audience in the given market.
- Special focus on mobile traffic, to ensure it works well as the majority of social traffic is via mobile.
- Proper use of location extensions so people could click through maps for walk-ins.
- Ignite School Team was quick to respond to all the registration inquiries received and engaged with them immediately.
- Meeting with Ignite Team and coming up with new targeting options and new creatives also helped.
- With the use of the above strategies and more, as needed the school admissions campaigns were delivered successfully with over 500 new Student Registrations with calls and walk-ins.
Some of the successful School ad creatives. Android smartphones with Facebook newsfeed were the most successful ad placement for more student registrations. Followed by Google Search Ads.
Challenges:
- It’s a new school website and presence, so advertising & promotion was done from scratch.
- Plenty of schools to choose from, competition is there, and so are the opportunities
- Social Media Audiences are not very responsive of late, so we needed to try new strategies.
- Finding what works early on and using the right marketing channels effectively is the key.
Key Tools Used:
|
|
|
|
|
|
Results & Learnings:
- Through Google Ads, over 750,000 times the school admission ads were shown on google search and display banners which resulted in 10,000+ clicks and website traffic and close to 200 new registrations in less than 3 months.
- Through Social Media Marketing, 2.5 million ad impressions resulted in over 300 new student registrations. Along with inbound calls and some walkins
- Some of the new registration quality inquiries were not as desired. This is a constant optimization to reduce the wrong types of registrations.
- Ignite School is satisfied with the results and plans to do another marketing in the next enrollment intake.
- Parallel marketing on radio ads, outdoor advertising, PR, and more can boost brand searches and increase visibility.
Feras Omar – Managing Director of Ignite School says:
“Leads Dubai management played a critical role in delivering our marketing strategy efficiently “
Read more here about : SDCI Social Media Marketing Campaign
For more details contact us on +971503047470 and for Quotes you can contact us on [email protected]
Related Article :
Social Media Marketing Workshop. Grow your marketing skill & business.
