The customer
The German School of Barcelona, renowned for its academic excellence and innovative approach, faced an emerging challenge: the geographic decline of the child population was impacting enrollment of new students.
The challenge
The main challenge was to increase student recruitment. After detailed meetings with the school’s management, we identified the attributes that make the German School of Barcelona unique. This understanding was essential to develop a compelling message on the landing page for the advertising campaigns.
The solution
- Landing page development: Focused on the school’s strengths, the page included strategically positioned calls to action (CTAs) focused on persuasion biases such as authority, assurance, reciprocity and familiarity.
- Advertising creative design: We created more than 20 advertising creatives, all aligned with the key messages and persuasion biases identified. These creatives were put in competition with each other to continuously optimize the campaigns. Here we attach one of the creativities we developed.
- Selection of recruitment channels: Campaigns were launched on Instagram, TikTok and Google, covering a wide range of potential audiences.
Results
- Qualified lead generation: The paid campaigns generated more than 160 qualified leads, demonstrating the effectiveness of the marketing strategies adopted.
- Efficient management of the advertising budget: With an investment of 2,900 euros, a significant optimization of advertising expenditure was achieved.
- Increase in enrollment: A 23% increase in enrollments was observed, compared to the previous year, reflecting the success of the campaigns in attracting new students.