Project Description
Expanding Your Brand: The Power of Geo-Targeted Facebook Advertising
King’s Gloucester
Expanding Your Brand: The Power of Geo-Targeted Facebook Advertising
The King’s School, Gloucester
A creative ‘Wands and Wizards’ campaign generating 628 clicks and record open day bookings
The team at The King’s School, Gloucester, had been experimenting with Facebook campaigns in-house with some good results. But with an ever-growing list of school marketing responsibilities, they reached out to Ambleglow to support with an open morning campaign and a bespoke landing page – with a magical twist.
Discovering the Magic of King’s
King’s Gloucester is a forward-thinking independent day school for over 700 pupils aged 3-18. It is one of seven well-known cathedral schools and boasts stunning grounds and buildings, including the famous Cloisters which many young wizarding fans will recognise as a Harry Potter filming location.
The school wanted to capture the imagination of visiting families by hosting a ‘Discovering the Magic of King’s’ themed open day and needed a platform to showcase their event. We worked closely with the King’s team to understand the schools visual brand and strategic priorities and developed a bespoke landing page for the campaign. The page provided all the information they needed at a glance, and most importantly, encouraged the audience to take the next step and sign up for the open day.
The landing page and advert creative were filled with sprinkles of magic, broomstick references and playful ways to both showcase the school’s strengths and offer a hint of what to expect on the day.
Expanding the Market
The team knew that they had great brand awareness and a steady stream of enquiries in certain areas. However, there was a misconception that the school wasn’t accessible to other areas just outside the town.
We developed punchy and engaging messaging that proved the easy route to the school from our target area but also emphasised the school’s USPs. We agreed a set budget and planned a staged campaign to warm-up the audience before using a traffic driver approach, all resulting in over 600 clicks in just few weeks! By leveraging geo-targeted advertising, we could tailor our messaging to resonate with the new audience and highlight the many transport links available.
Rapid-fire testing was used to find the perfect blend of copy, creative and audiences that led to the school having record open day bookings for the event and over 100 event registrations.
I’m very pleased with the overall campaign, raising awareness (which is difficult to quantify) as well as ensuring that the open morning was busy.
The landing page and adverts all looked fantastic and you’ve set the bar very high for future events at King’s! I also very much enjoyed working with you.
Claire Card, Marketing and Communications Manager, The King’s School, Gloucester
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