Pippa’s Guardians

Pippa’s Guardians had many overseas students and enquiries from their parents – however, they needed more families and guardians available for hosting.

Pippa’s Guardians weren’t doing any advertising before they partnered with us, so they were eager to see the value digital advertising and marketing could bring in driving credible host family leads within their chosen geographical locations.

Our client planned to send each incoming lead to an appropriate area manager to follow up. They strategised to check the postcode of the prospect, to begin with, to clarify they lived in a suitable area.

The area manager would then call the lead directly to thank them for registering their interest and check their day-to-day life, if they have children, relationship status, etc.

Our task was to provide Pippa’s Guardians with marketing and advertising solutions that could enable and support this lead generation and nurturing strategy.

Pippa’s Guardians had been struggling to generate enquiries from potential hosts and needed new, innovative marketing strategies and solutions to do so.

They wanted to track inbound leads and the sources they were coming from and nurture them down the conversion journey funnel to increase the number of host families they worked with.

Our client was keen to acquire hosts who fit into demographics and categories – such as hosts with gardens who lived within particular postcodes.

LOCALiQ researched and analysed our client’s online digital presence using our proprietary Website Grader tool. From these insights, we decided to curate a targeted Lead Ads campaign across Facebook and Instagram, with multiple placements, alongside a conversion-optimised search campaign focusing on strategic longtail and geo-based keywords.

There was a heavy focus on Client Centre so Pippa’s Guardians could nurture and monitor incoming leads, assisted by a tailored, customised lead ad form on our client’s social campaign.

Facebook Lead Ads:

Our social campaign drove awareness of Pippa’s Guardians to Facebook users who matched our client’s ideal customer profile across fifty postcodes. The lead ads form allowed our client to filter out the best possible leads to convert to guardians.

Search Engine Marketing:

Our SEM campaign ran across Google and Bing to drive maximum traffic. Our strategic keyword plan brought in 364 leads for potential guardians within two months, which our client’s area managers could nurture and convert using Client Centre. We applied geo-targeting across fifty locations, changing this on an ad-hoc basis to focus on areas where families were needed.

The campaigns are ongoing, starting on 7th March 2021. Our client has been so impressed with our campaigns that they are doing an awareness display campaign with us and have opted to advertise in our luxury print publication, Living Magazine.