Girls Day School Trust appeared to Little Dot Studios to plot a social content material marketing campaign to spice up registrations and it additionally scooped the Digital Industries Award for Media Strategy. Here is the award-winning case examine.Girls Day School Trust (GDST), a bunch of 25 unbiased women’ faculties throughout England and Wales, commissioned Little Dot Studios (LDS) to construct a digital marketing campaign that will create and distribute a content material sequence that showcased the spirit and ambitions of GDST women from throughout its college community. This marketing campaign was designed to help pupil recruitment by lead era – with mother and father registering curiosity in sending their daughters to a GDST college; ship important income ROI will increase by lead conversion; generate company partnerships and bursary donation alternatives; and solidify GDST’s place on the forefront of women’ schooling and reaching as many ladies as attainable.Strategy: The coronary heart of GDST’s digital marketing campaign was centered on driving mother and father to motion their curiosity in GDST by registering with particular GDST faculties. This crucial step within the enrollment journey was LDS’s main objective and the linchpin for attaining a considerable ROI improve for GDST by changing these leads into paying college students. LDS’s technique was to provide a sequence of “Spotlight Films” and construct a full content material advertising and marketing funnel method throughout YouTube, Google (Paid Search) and Meta that elevated consciousness of GDST by serving these movies to folks, utilizing bespoke artistic that matched audiences’ places, inspired engagement by registering their curiosity in sending their daughters to a GDST college by the GDST web site, Meta Lead Generation kind or Google Hosted Lead kind, and finally changing the youngsters into college students of GDST faculties.To provoke the marketing campaign, LDS developed and produced a sequence of premium interview-docs as Spotlight Films profiling a few of GDST’s most gifted college students. Each movie championed a GDST lady with a novel ardour or experience from one of many 25 faculties. These digital-first movies showcased the exceptional journeys of GDST college students, each bursary and payment paying, highlighting the distinctive facets and advantages of GDST schooling in mother and father’ native areas, and never solely elevate consciousness and drive leads, but in addition foster emotional connections between mother and father and the GDST model.The marketing campaign started by driving centered consciousness inside particular areas the place the GDST faculties have been situated throughout England and Wales. Utilising location concentrating on throughout YouTube, Google and Meta, LDS served the corresponding college’s highlight movie to folks who fell inside a 30KM radius. At this stage, any faculties that didn’t but have a corresponding Spotlight Film produced, have been grouped along with the highest faculties chosen by GDST right into a ‘National marketing campaign’ rotation.Targeting consisted of fogeys of kids aged between faculties years 1 – 11 with customized pursuits/search time period segments constructed to seize those that have been exhibiting an energetic curiosity in or trying to find phrases comparable to “Private School”, “Girls Schools” and “Schools Near Me” throughout Google and YouTube. This was accompanied with Affinities, Topic, Keyword and Placement concentrating on, centered on capturing those that confirmed an curiosity in education-based content material in addition to key actions that GDST faculties supply comparable to swimming, sport and dancing. Across Meta LDS adopted the same concentrating on technique utilising interest-based concentrating on round key college topics and actions inside GDST faculties and moreover utilizing a lookalike technique based mostly on the shared traits of current GDST mother and father to advertise to potential potential mother and father.When serving the highlight movies to our audience, LDS A/B examined click-through hyperlinks to the GDST social channels the place the highlight movies have been hosted and to https://www.gdst.web/where-girls-learn-without-limits/, a customized homepage developed by GDST that allowed mother and father to find extra in regards to the GDST faculties and seek for faculties of their space by postcode.LDS rapidly noticed a typical pattern that oldsters focused by location who enquired about sending their baby to a GDST college, have been additionally taken with sending their baby to varsities in different places, in addition to faculties they have been focused with particularly. Additionally, when taking a look at efficiency between LDS’s marketing campaign concentrating on a 30KM radius vs the nationwide marketing campaign strains, there was solely a slight distinction between CPM and CPC for both group.LDS fed this crucial evaluation again to GDST, this helped GDST revise their wider advertising and marketing technique and adapt LDS’s digital marketing campaign concentrating on technique. LDS improved the effectivity of the marketing campaign by grouping the colleges into two classes – a London group, and a nationwide main cities group. This included grouping collectively 4 Spotlight Films centered on 4 completely different women, working them in rotation for 4 months durations and making use of the machine studying capabilities of Google Ads & Meta Ads Manager. Alongside the digital marketing campaign, GDST have been additionally advertising and marketing 4 Spotlight Films above the road, turning LDS’s broadcast-quality digital-first content material right into a TV business.As a end result, LDS centered funds in Paid Search on widening the campaigns from solely London to a devoted PPC marketing campaign for 14 places throughout England and Wales. Budget for YouTube was lowered, eradicating Google In Feed and focusing solely on In-Stream with our predominant KPI set to clicks and never views.The crucial journey from consciousness and engagement, to changing mother and father to enrol their women right into a GDST college started with the second section of the marketing campaign. This section centered on retargeting those that had engaged with any of the Spotlight Films delivered throughout YouTube and Meta. LDS served this retargeted viewers with a reduce down model of the Spotlight content material (15 to 30 seconds) that included a transparent name to motion, encouraging mother and father to register their enquiries with GDST or go to the web site to study extra. Across YouTube LDS included a click on by hyperlink to the enquiry kind web page https://www.gdst.web/where-girlslearn- without-limits/#enquire the place mother and father might register curiosity in a selected college. A pixel was embedded on the ultimate touchdown web page after an enquiry had been submitted with the intention to monitor what number of conversions have been being delivered. Across Meta, LDS created an inplatform Lead Generation kind hooked up to every of the reduce down highlight adverts through which mother and father might register their curiosity. This created a extra seamless journey and prevented buyer drop off.With the massive variety of faculties, LDS recognized an answer for granularly monitoring which faculties noticed uplifts in signal ups because of the digital marketing campaign. To achieve this, LDS hooked up customized UTM hyperlinks to all touchdown pages related to the marketing campaign. This enabled LDS to trace which campaigns generated leads for every college, and GDST have been then capable of correlate responses with every LDS tagged accomplished kind.Results: Working alongside GDST to trace the conversion from lead kind submission to confirmed pupil, with a transparent understanding of the typical variety of attendance years per registered pupil and taking account of the typical annual charges for attendance, the digital marketing campaign has delivered 93x ROAS (Return on Ad Spend) and 74x ROI (Return on Investment)
https://www.thedrum.com/information/2023/11/30/gdst-how-it-used-social-content-boost-school-registrations
