La capsula Informativa: Strategic Marketing Reverses Declining Enrollment Trend for South Lake Schools
The campaign achieved impressive advertising and social media metrics:
- Streaming radio ads delivered more than 147,000 impressions, pointing listeners to the solake.org home page, which received 7,810 sessions (up 59% from the baseline) from 3,838 users (up 51%) as a result of the campaign.
- Digital ads pointed users to the enrollment page, which was the top web page for site traffic during the campaign period. It received 11,649 sessions (up 456% from the baseline) from 9,032 users (up 449%).
- Facebook ads achieved a click-through rate (CTR) of 1.46%, which is 62% above the platform average of 0.90%, along with 380 social actions.
- The skippable YouTube ads earned more than 4,000 views and a 23% halfway completion rate – which was significant because users had the opportunity to skip the ads at the 5-second mark.
- Google campaigns generated more than 700,000 impressions, helping to expand the reach of ad content to targeted users.
- Key organic social media metrics of reach, impressions, engagements and engagement rate all garnered triple digit percentage increases over the baseline – 380%, 379%, 269% and 268% respectively.
Most importantly, as a result of the campaign, South Lake Schools received 190 School of Choice applications for the 2024-25 school year, up more than 23% from 154 applications the previous year.
School of Choice enrollments totaled 114, an increase of ~3% from 111 the previous year and ~148% more than the district originally forecasted providing an estimated return on investment of more than 1,000%.
