Digital Marketing that killed COVID (sort of)

A thriving independent school in North Carolina really doesn’t need much because they’re awesome. But they still asked us for help driving awareness for open houses and applications because…well, COVID. How can you run an open house or summer camp when you can’t open or camp?

Filling all the Virtual Open House sessions to capacity

Moving to virtual tours, our goal was to inspire our targeted audience (parents who care about their children, within a specific age range, within a geographic area) to sign up through creative messaging and eye-catching, blow your mind, visuals: “Country Day Ready.” And not only did we emphasize that with vibrant, bold typography, we added movement and gifs…and then we optimized to see which ads performed best.

Our campaign ran from September to January resulted in:

• 3,500,000 ad impressions
• 23,000 clicks to their website

And like most great students, we learned! The most successful display ads were those that included diversity and children (students) without masks.