Project Description
Boosting awareness of their virtual open day
St Margaret’s School
Boosting awareness of their virtual open day
St Margaret’s School
Using Facebook PPC to encourage people to attend a virtual open day.
The brief
St Margaret’s School, like many schools, were faced with the prospect of running their ‘in-person’ open days virtually due to COVID-19. A popular and successful independent school in Hertfordshire, they wanted to attract sign ups to their Whole School open day via digital advertising on social media. They were keen to have solid data that would show them how much each sign-up would cost, as well as which audiences and creative generated the most results.
The recommendation
As part of a 12-month digital advertising strategy, we recommended a 28-day geo-targeted Facebook Ads campaign, that would track sign-ups for their virtual open day.
The solution
St Margaret’s were new to Facebook PPC advertising, so we helped set up a new Business Manager account. We also installed a Pixel on their website to track conversions. Rapid-fire testing was employed at the start of the campaign using a small portion of the budget so only the best performing audiences and advertisements were used in the later stages of the campaign. We also initiated retargeting techniques to ensure families that had previously engaged with the school via their website or Facebook page were reminded about the open day. Top-line digital advertising campaign performance stats were sent to them each week, as well as the full end of campaign and observations report so they could see the final results achieved, the actions taken to optimise results and had our advice for future campaigns.
The results
St Margaret’s School had a very successful open day, with 82 conversions in two weeks and at a very competitive cost per click. There was a significant increase in attendance compared with the prior year as a result of our digital advertising campaign, and it came in under budget. They’re extremely pleased with the results and we’ll be working on further open day campaigns for them in the future.
With Ambleglow’s help, we saw an increase in event sign-ups and attendance
In a year when we have had to work quickly to adapt traditional marketing tactics, Ambleglow has been key in making sure our digital campaigns were seen by relevant and engaged target audiences. Their expertise set up and optimised our campaigns, their testing reassured me that our money was being well-spent and their reporting meant I could confidently feedback on results. With Ambleglow’s help, we saw an increase in event sign-ups and attendance and I am delighted with the results we are seeing.
Sally Elvin, Head of Marketing & Admissions, St Margaret’s School
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