Lending a helping hand to a forward thinking private school marketing team.
Project Overview
St. Luke’s School (SLS) is a secular, private day school for grades 5-12 in New Canaan, CT. that inspires students to go Above & Beyond what they ever thought possible. As a private institution, St. Luke’s has the same business and marketing objectives common to any business. Lead generation is a critical factor in their ongoing success.
To this end, the SLS marketing and admissions teams work hand in hand – communicating the school’s unique value proposition, attracting appropriate candidate families, and ultimately nurturing them through the buyers’ journey until candidates become applicants.
The team was forward thinking, recognizing the need to integrate digital marketing and lead-generation tools into their overall business strategy. Their internal efforts built SLS a solid digital marketing foundation.
Looking to take their digital platforms to the next level, St. Luke’s reached out the VisionMix team . Our first step was to assess and optimize St. Luke’s array of digital platforms – from the school’s public facing website and social media presence, to digital media buys, to HubSpot. With this first steps complete, we worked with their team to define and execute a comprehensive and measurable digital marketing / inbound lead-gen strategy.
Through our retainer relationship, we provide monthly analytics and support - maintaining the various assets and monitoring ongoing campaign spend vs. performance.
What We Did
Worked with the SLS team to evaluate and define target buyer personas and the buyers journey – seeking ways to optimize for inbound lead gen.
Performed an audit of existing HubSpot integration – reviewing / optimizing existing landing pages, CTA’s, and data sets.
Developed a series of reusable, “ever-green” campaign strategies – with supporting HubSpot conversion opportunities – that could be used for ongoing lead generation.
Implemented a series of HubSpot workflows / email automation pathways that supported the conversion landing pages, assigning contact properties and delivering follow-on communications in order to nurture the contacts through the buyers’ journey.
Deployed a comprehensive media plan across Google AdWords, Google Display Network, and Facebook – including ad creative, demographic targeting strategy / custom audience creation, and overall performance tracking.
Within this media plan we defined a blend of lead generation, audience targeted ads, and re-marketing ads.