Gayhurst School

12 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 so they can 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 their advertising strategy, which at the time only included print advertising. LOCALiQ was selected to help them kick off 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 in the industry. It was also important to promote the school’s sense of tradition and modern approach to tailored teaching, whilst 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, which was 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 for a longer 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 over 289 leads within 10 months. The marketing success resulted in GayhurstSchool 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 what is going on whenever I feel like it. This provides me with the control I need so I can check everything and implement changes there if I feel they are necessary.
I would highly recommend LOCALiQ services to other schools, mainly based on the Client Centre which gives great oversight on all aspects of digital marketing, and the fact that the staff are extremely responsive.

 

Michelle Upton,

Gayhurst School, Director of Admission and Marketing