Driving Record Admissions Through Powerful Digital Marketing
Industry: Education • Solutions: Paid Social, PPC
What you should know.
Leads converted
Search and social clicks
Search CTR
LOCALiQ’s digital strategy delivered over 16,000 clicks and 289 leads for Gayhurst School, with Facebook campaigns generating 446,269 impressions at a 1.62% CTR and SEM activity adding 183,524 impressions at a strong 5.41% CTR.
The Business.
Founded in 1908, Gayhurst School is a co-ed independent preparatory school based in Buckinghamshire. The school offers its pupils a broad, rounded, co-educational experience in a happy and caring environment. Gayhurst is extremely proud of its illustrious history, with a sense of tradition in a forward-looking, modern provision.
Challenges.
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.
Goals.
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.
“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
Stage 1: Build Awareness and Generate Demand
LOCALiQ delivered an integrated, multi‑channel marketing strategy designed to reach families across both regional and local catchment areas.
This included:
- Search Engine Marketing (SEM) to drive lead generation and increase brand visibility.
- Targeted Facebook Lead Campaigns using a customised lead‑ad form tailored specifically for Gayhurst School.
- Facebook Retargeting Campaigns to re‑engage interested parents and maintain long‑term awareness.
Stage 2: Strengthen Lead Management and Nurturing
Alongside the campaign activity, there was a strong emphasis on Client Centre, enabling Gayhurst’s management team to:
- Monitor incoming leads in real time
- Nurture enquiries more effectively
- Track campaign performance and engagement
Stage 3: Drive Long‑Term Recruitment Growth
These combined tactics worked together to build sustained interest, generate high‑quality leads, and support the school’s long‑term recruitment goals.
Campaign Creative Examples
Below, you will find examples of the Facebook lead ads that we have created on behalf of our client:
Leads converted
Total search and social clicks
Search CTR
Result 1: Facebook Campaign Reach & Engagement
LOCALiQ’s Facebook activity significantly boosted the school’s visibility, ensuring their message reached a wide and highly relevant parent audience.
- 446,269 impressions over 10 months
- 1.62% CTR, more than double the 0.73% benchmark
Result 2: SEM Performance
The SEM keyword plan successfully captured active search intent, driving efficient traffic from parents already exploring school options.
- 183,524 impressions
- 5.41% CTR, outperforming the 2.2% benchmark
Result 3: Overall Marketing Impact
The combined digital strategy translated into meaningful outcomes, contributing directly to a surge in enquiries and the school’s strongest intake year to date.
- 16,000+ website clicks
- 289 leads generated
- Contributed to the school’s strongest intake year in August 2022
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