Lauriston Girls' School

Lauriston & Clearwater Agency, achieving record student enrolments

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Background

Lauriston Girls’ School is a private girls school that is helping build future generations of strong, confident women.  Tomorrow’s leaders, thinkers and doers.  In 2021, Lauriston celebrated their 120 year anniversary, reflecting on the incredible impact the school has had on young women for over a century and the exciting future ahead.

Emerging from two years of Covid restrictions and lockdowns, Lauriston Girl’s School was looking to adapt its traditional marketing mix to put additional focus on its digital marketing strategy and online presence. The opportunity was provided to Clearwater to come up with key areas that needed improvement at each stage of their customer’s journey.

Campaign summary

Channels
  • Search Engine Optimisation
  • Google Search Ads
  • Facebook Advertising
  • Instagram Advertising
  • Youtube Advertising
Objectives
  • Increase new enrolments enquiries by 20% (year on year)
  • Increase Organic Traffic on non-branded terms by 20% (year on year)
  • Reduce CPA by 30% across paid media channels
Strategy
  • Develop deep understanding of customer persona and improve user-engagement
  • Brand awareness campaigns across social media channels to support top of funnel and mid funnel touch-points
  • End to end targeting of audience across their customer journey touch-points across all channels
  • Increase search awareness in key segments through expanded keyword targeting for commercial and transactional keyword terms
  • Expanded focus for bottom of the funnel search terms and queries
Outcomes
  • Increased total website traffic users by 36% (year on year)
  • Increased enquiry conversion rate by 208% (year on year)
  • Increased website enrolment applications by 66% (year on year)
  • Reduced CPA by 85% on paid media channels

Key results

CONVERSIONS

+208%

increase in enquiry conversion rate

CPA

-85%

reduction of cost per acquisition

ENROLMENTS

+66%

increase in web enrolments

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