Gayhurst School

Twelve years ago, Gayhurst School transitioned from a boy’s independent school into a co-ed school, so their primary goal is to increase their admission numbers, especially for girls, to balance their girl-to-boy pupil ratio.

To do this, LOCALiQ had to ensure the school was easily discoverable by local parents actively researching and considering independent schools for their children.

Gayhurst also wanted to integrate online marketing into its advertising strategy, which, at the time, only included print advertising. LOCALiQ was selected to help them start this element of the business with an effective digital marketing strategy.

Since there is stiff competition in the area, Gayhurst needed to increase brand awareness and lead generation to remain competitive. Promoting the school’s sense of tradition and modern approach to tailored teaching was important – emphasising their well-reputed pastoral care.

LOCALiQ curated an integrated, blended marketing solution of Search Engine Marketing (SEM), targeted Facebook Lead and Retargeting campaigns, each customised to serve the school’s regional and local areas.

There was a heavy focus on Client Centre so that the managers at Gayhurst could nurture and monitor incoming leads, assisted by a tailored, customised lead ad form on the school’s social campaign.

LOCALiQ runs a Search Engine Marketing (SEM) campaign to generate leads and raise brand awareness, as well as a Facebook Retargeting and a Lead Ad campaign, which work in line with the SEM to gain interest and leads on a long-term basis.

Below, you will find examples of the Facebook lead ads that we have created on behalf of our client:

LOCALiQ’s combined Facebook campaigns achieved:

• 446,269 impressions in 10 months, giving the school excellent brand exposure.
• 1.62% CTR, over double the industry benchmark of 0.73%.

The SEM strategic keyword plan generated:

• 183,524 impressions
• An above-average click-through-rate (CTR) of 5.41% compared to the industry benchmark of 2.2%.

Overall, LOCALiQ’s campaigns for Gayhurst School delivered over 16,000 clicks to their website, generating 289 leads within ten months. The marketing success resulted in Gayhurst School achieving their most successful intake of students in August 2022.

Don’t take our word for it… Here’s what our client had to say:

What I like about LOCALiQ is the Client Centre, which allows me to see the latest data whenever I feel like it. This provides me with the control I need so I can check everything and implement changes if they are necessary.

I would highly recommend LOCALiQ services to other schools, mainly based on the Client Centre, which gives oversight on all aspects of digital marketing, and the staff are responsive.

 

Michelle Upton,

Gayhurst School, Director of Admission and Marketing