Client: The Canadian International School of Phnom Penh
Platform: Facebook & Instagram
Cost Per Lead: $6
Canadian International School of Phnom Penh generated over 75+ qualified leads in just over 3 months for their preschools using Facebook Ads. What is particularly impressive is that this was done in the middle of the COVID-19 pandemic, amid repeated school closures. Now that schools are back open the total stands at well over 100+ enquiries and counting.
Choosing the Right Platform
Facebook (now Meta) is an interest based advertising platform. Facebook users are primarily there to be entertained which means that it can be challenging to find new customers for high-engagement, high-ticket services such as International Education. Facebook is great for building awareness of local events and always work better when they are linked to a school recruitment event.
Centre Your Offer Around The Right Event
Having a genuine event was crucial to the success of the campaign. Parents often want to check out a number of International Schools before making a decision and by creating a series of free weekend play dates CIS were able to establish a relationship with the potential parents. By creating an event as an intermediary between the advertisement and application you allow your customer your customer to reduce doubt about their decision and make a smaller commitment to visit your school before making a larger commitment (to enroll) later.
The supporting ad campaign contained a number of features designed to increase engagement and conversion rate.
The winning ad opened with a call out and a question designed to get the attention of the target audience, and used two types of scarcity to persuade the viewer to take action. Product scarcity was created by limiting the number of spaces available on any given date, this was complimented by a more subtle type of scarcity, time scarcity. It is not always advisable to offer a monetary discount for high-ticket services, however, by offering a time limited fee waiver on the day, CIS were able to create a sense of urgency to enroll.
The Age of Personalization
Your potential parents (and customers in general) are expecting ever increasing levels of personalization, but personalization is more than a nice touch. If you want to increase enrollments from an event like this, a personalized gift for the child upon arrival can help increase positive memories of the event. Offering an unsolicited gift such as this has also been shown to create a sense of obligation to return the favour, which can come in handy when it comes to a parent’s decision to place their child at your school.
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