"It was vital that they increase brand awareness as quickly as possible."
On June 1st of 2019 Lyman Ward Military Academy launched a total rebrand of their school. They completely redid their website, logo, design, and changed their name to Southern Preparatory Academy. Since the bulk of school registrations occur over the summer, it was vital that they increase brand awareness as quickly as possible.
We knew we would need to do something incredible to get the word out in time for summer enrollment. In the end, we decided to launch a series of ads on Facebook, Instagram, and Google Ads structured to show parents better options were out there. We needed to give them the peace of mind that they would be sending their son to the right place, and these campaigns (alongside newly revamped print material like that above) were designed to do just that.
One of the largest distinctions that Southern Prep has is their aviation program. We decided to focus in on this for the start of our campaign and made a series of both social posts and display ads focusing on a teen aviator in his plane. After this launched, traffic began to soar.
This campaign took place over the 44 day period ranging from July 2nd until August 15th, 2019. It marked a crucial time period for Southern Prep as it’s a peak moment of enrollment aligned with an influx of students finding and registering for educational services, which meant competition was high.
For this initial campaign, we dedicated $162.50 per day to digital advertising generating a return, on average, of 3.4 leads per day adding up to a total of 150 leads within the boost. This was a noted improvement, but one that we knew could be optimized significantly further.
"...generating a return, on average, of 3.4 leads per day adding up to a total of 150 leads within the boost."
Once fall began, it was time to change the messaging. Students were no longer just registering for a new school, and instead needed a persuasive reason to change from wherever they were enrolled to Southern Prep. It was during this time that we made ads more focused on the attention students receive at Southern Prep along with a quality, structured education built specifically for boys.
This campaign lasted 28 days ranging from September 11th until October 9th, 2019. Going into it, we took all of the information we gathered from our initial campaign, paired it with our established Southern Prep brand personality, and created a new ad system that embraced a culmination of what we had learned so far.
"We saw an influx of leads at a rate of 4.2 per day"
On this go-around we dedicated $128.50, or ~80% of the previous daily ad spend. With this new budget, we saw an influx of leads at a rate of 4.2 per day averaging out at $30.50 per qualified lead that entered our system. Through optimizing our campaign using the knowledge we built on our first run, we were able to create an average daily lead increase of 23% while using a budget that was 20% per day less than our first campaign.
"We were able to create an average daily lead increase of 23% while using a budget that was 20% per day less than our first campaign."
"...the number of new students enrolled had increased by about 44% compared to the previous year."
By the end of 2019, Southern Preparatory Academy was seeing great success. Even though they had changed their entire branding system just six months before, the number of new students enrolled had increased by about 44% compared to the previous year. They had already surpassed their 2019-2020 school year goals and were well on their way to reaching their 2020-2021 target as well.