Record enrolments. Smarter demand.
How Clearwater helped Lauriston Girls' School strengthen its digital presence and drive record enrolment applications.
01
About
Lauriston Girls' School is a private girls' school with more than 120 years of history, focused on helping build future generations of strong, confident women.
Lauriston wanted to adapt its traditional marketing mix and place greater emphasis on digital marketing and its online presence.
Clearwater was brought in to identify where the customer journey could be improved and to build a stronger demand engine across search and paid social.
02
Activities
Search Engine Optimisation
Google Search Ads
Facebook Advertising
Instagram Advertising
YouTube Advertising
Key results
+208%
Increase in enquiry conversion rate
-85%
Reduction in cost per acquisition
+66%
Increase in web enrolments
03
Objectives
- Increase new enrolment enquiries by 20% YoY.
- Increase organic traffic on non-branded terms by 20% YoY.
- Reduce CPA by 30% across paid media channels.
04
Strategy
- Develop a deep understanding of the customer persona and improve user engagement.
- Run brand-awareness campaigns across social media to support top- and mid-funnel touchpoints.
- Target audiences end to end across key customer-journey touchpoints in every channel.
- Increase search awareness through expanded commercial and transactional keyword targeting.
- Expand focus on bottom-of-funnel search terms and queries.
05
Outcomes
- 36% increase in total website users YoY.
- 208% increase in enquiry conversion rate YoY.
- 66% increase in website enrolment applications YoY.
- 85% reduction in CPA on paid media channels.
Lauren Pickering
Executive Director, Marketing, Admissions and Advancement
Partnering with Clearwater has helped improve our digital presence and engagement.
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