Paid Media

1. Google Ads: Targeting keywords relevant to parents searching for schools, such as "top private
schools near me" or "best K-12 schools in [Location]."

2. Social Media Advertising: Facebook and Instagram ads targeting families within the school's
geographic area, leveraging demographic data to reach parents of school-aged children.

3. Display Ads: On educational blogs and local community websites frequented by potential parents.

Purpose:

- Direct Lead Generation: Aimed at generating inquiries and visits from potential parents.

- Brand Visibility: Increases awareness of the school’s unique offerings and achievements.

Why Choose Paid Media:

To launch a new program or initiative and need immediate visibility.

To target specific groups effectively and efficiently.

When trying to increase enrolment in a short time frame.

Relevant Data:

- Average Click-Through Rate (CTR) for education-related Google Ads is approximately 3.78%.

- Facebook ads in the education sector see an average CTR of 0.73%.

- Cost Per Click (CPC) averages around $1.06 for education-related keywords on Google Ads, and for
Facebook, it varies by region but typically ranges from $0.47 to $2.50.

Earned Media

1. Press Releases: For significant school achievements, partnerships, or events, distributed to local
news outlets and educational blogs.

2. Social Shares and Mentions: Encouraging the school community to share their experiences online.

3. Reviews: On platforms like GreatSchools.org or Google Reviews.

Purpose:

- Build Credibility and Trust: Positive coverage and reviews act as endorsements, enhancing the
school’s reputation.

- Expand Reach: Stories and mentions can reach beyond the school’s immediate network, attracting
attention from a wider audience.

Why Choose Earned Media:

To build or enhance the institution’s reputation over time.

When there's a strong community or alumni network that can help spread the word.

To complement other media efforts by adding credibility.

Relevant Data:

- 84% of people trust online reviews as much as a personal recommendation.

- A single piece of coverage in a well-regarded publication can lead to an increase in inquiries,

sometimes by up to 20% in the months following publication.

Owned Media

1. Website: The school's official website featuring detailed information about programs, admissions,
and student life.

2. Social Media Profiles: Regular updates on Facebook, Instagram, LinkedIn about school events,
achievements, and community stories.

3. Email Newsletters: Monthly newsletters to prospective and current families about news, events,
and reminders.

Purpose:

- Engage and Inform: Provide a platform for depth of information and regular updates to keep the
community engaged and informed.

- Control the Narrative: Allows the school to directly control its messaging and brand portrayal.

Why Choose Owned Media:

To establish a solid online presence and for content marketing.

To communicate directly with your audience without intermediaries.

For long-term brand building and to support SEO efforts.

Relevant Data:

- Websites are often the first point of contact for prospective parents, with 80% of initial school
inquiries beginning with a website visit.

- Email marketing remains effective, with an average open rate of 22% in the education sector.

- Schools with active social media profiles see an increase in community engagement and inquiries,
with a 15% higher engagement rate on posts showcasing student work or events.