The Opportunity
Mercedes College, in Springfield South Australia, is a Reception to Year 12 co-educational Catholic school. They incorporate the International Baccalaureate (IB) framework with the Australian curriculum to provide students with a world-class education.
We identified the opportunity to reach both prospective and existing parents with targeted messaging through an integrated digital advertising campaign.
The goal was to achieve consistent awareness of Mercedes College online while driving tour enquiries and enrolments.
Our Approach
Following thorough desktop research and review of the College’s digital analytics, we prepared a comprehensive plan outlining the proposed approach, schedule and key messages for the digital advertising campaign.
In order to maximise the advertising reach and digital touchpoints, we took a multi-channel approach which involved running the campaign across Facebook, Google Display and Google Search.
We developed a series of branded visuals and videos to sit alongside the copy, which showcased how students flourish at Mercedes College within the picturesque grounds.
Ongoing optimisation of the campaign was carried out with regular adjustments to improve campaign performance and reduce the cost per lead. A monthly dashboard provided the College with visibility of all campaign activity and results.
The Outcome
Since 2020, the digital advertising has achieved:
- 600+ enrolment and school tour enquiries
- A 20% increase in website traffic to the enrolment web page
- A 260% increase in website traffic to the school tours page
- Over 120,000 clicks through to the Mercedes College website
- Adverts shown over 16 million times to prospective and existing parents
- A cost per click (CPC) 172% better than the average for the education industry making it a very cost-effective campaign
- A click through rate (CTR) that is 40% better than the average for the education industry which demonstrates that the ads are people seen by the right people
Learn how we have supported Mercedes with branding and design, PR, stakeholder communications and more.