Southern Prep - A New Beginning

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Introduction:

‍At Baker Street Digital Media, we thrive on achieving remarkable results for our clients. Southern Preparatory Academy (Southern Prep) entrusted us with a challenging mission: enrolling 100 students for the 2023-2024 school year. This case study unveils how we crafted a dynamic digital marketing campaign to help Southern Prep reach its enrollment goals.

Campaign Objectives:

‍Southern Prep's target was to enroll 100 students for the upcoming school year, which Baker Street accomplished within the timeframe of April 1st through September 18th, 2023. We took on the challenge and devised a comprehensive digital marketing strategy to make it happen.

Strategy:

‍Here at Baker Street Digital Media, we believe in multi-pronged strategies. To meet Southern Prep's objectives, we deployed a three-fold Google Ads approach:

• Google Search: We strategically targeted keywords relevant to education, prep schools, and Southern Prep, reaching out to students actively seeking educational opportunities.
• Google Display: Our visually engaging ads were displayed across the Google Display Network, connecting with individuals interested in education and Southern Prep's offerings.
• Google Remarketing: We didn't stop there. We retargeted users who had previously visited Southern Prep's website, encouraging them to take action, such as requesting information or applying.

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Budget Allocation:

‍Our investment was strategic:

• Daily Spend (April 1 - April 30, August 7 - September 18): Managed to ensure optimal reach and impact.
• Budget Boost (May 1 - August 6): Approximately $10,000, smartly distributed across this period to maximize results.

Campaign Performance Metrics:

‍We promised results, and we delivered:

• Traffic from Baker Street: 26,636 of 43,475 users
• Request Information Clicks from Baker Street: 5,811 of 9,340 clicks
• Application Clicks from Baker Street: 311 of 590 clicks
• Overall Students Enrolled During Campaign Period: 100

Net Profit Based On New Students:

‍Let's talk numbers:

• Approximately 40% of the 100 enrollments are returning students, leaving us with 60 new students to consider.
• Net Profit:
• Number of New Enrolled Students: 60 (100 total - 40% returning)
• Revenue Generated from New Students: Calculated at $24,625/year per student.
• Net Profit from New Students: Accounting for total investment, we achieved a net profit of $1,458,350.

Determining ROI Based on Application Clicks:

‍To estimate the number of new students that came from Baker Street, we can use the ratio of Application Clicks to total clicks:

• Ratio of Application Clicks from Baker Street: 311 / 590 = 0.5271

Now, apply this ratio to the total number of new students:

• New Students from Baker Street: We estimate that Baker Street contributed to approximately 31.63 new student enrollments.

ROI Calculation:

• ROI: With Baker Street's contribution in mind, our ROI stands at an impressive 3,967.3%.

Results and Conclusion:

‍Here at Baker Street Digital Media, we're thrilled to share the outcome of this exciting partnership. Our strategic use of Google Search, Google Display, and Google Remarketing not only achieved Southern Prep's enrollment goal but also delivered a phenomenal potential ROI of approximately 3,967.3% for Baker Street's contribution. This outstanding achievement underscores our expertise in digital marketing and our dedication to delivering impressive results. Southern Prep is now well-prepared to welcome a new cohort of students for the 2023-2024 school year, and their investment in this campaign has proven to be highly profitable. At Baker Street, we're all about turning challenges into success stories, and this case study is a testament to that commitment.

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