Summer camps: a little digital marketing goes a long way.
The Picture
One LFM partner is an independent all-girls day school in New Jersey that provides a superior education for young women who demonstrate strong scholastic and creative ability. The school approached LFM with a specific challenge: gaining more awareness for their camp programs, which provide a significant amount of revenue for the institution but had previously relied mainly on word-of-mouth in order to grow.
Replacing word-of-mouth marketing during the pandemic has become a common challenge for independent schools.
The Plan
LFM designed a social media marketing initiative that, as a part of a larger paid search and retargeting strategy, drove over 6,600 uniquely-targeted camp prospects to the site. The approach relied on campaigns designed to reach and convert users at each phase of the buying cycle. Altogether, LFM created a mix of 25 awareness, prospecting, and retargeting social media campaigns on Instagram and Facebook.
The Payoff
The school’s summer camp programs saw a huge lift in awareness:
287,000 local, targeted prospects made aware of the camps that the school offered
6,600 prospects went to the site to learn more about camps
$1.29 cost per acquisition