Independent Schools Scholarships and Bursaries Campaign
A seasonal campaign creating awareness of scholarship and bursary opportunities available with some of NSW’s top Independent Schools.
The Independent Schools Scholarships and Bursaries (ISSB) campaign runs October to November every year creating awareness amongst parents, carers and students of scholarship and bursary opportunities available with some of NSW’s top Independent Schools. The campaign’s objective was to arm parents with all the information they need to help them make informed decisions about their children’s education in one easily accessible place.
What We Did
Our strategy placed ISSB’s content rich website at the centre of the campaign. The website enabled parents to easily explore and compare the wide range of options to discover the best fit for their child by browsing different locations, subjects, eligibility criteria and included informative blogs designed to provide insights into school life.
An advertising and marketing campaign was developed to deliver increased engagement and traffic to the website. It was underpinned by extensive strategy, planning and reporting to target a very precise audience, ensuring optimal exposure in this highly competitive sector.
To build awareness and ensure key audiences were captured, we used both online and offline media channels including Google Search, Google Display, Facebook, Print and Native online advertisements. This was further supported by PR and content marketing to a targeted and subscribed audience.
The campaign delivered an increased number of impressions on the previous year’s campaign with the same media investment, with almost 30,000 clicks to the website.
Time spent on the website increased as people explored both content and opportunities, and social engagement also increased year on year.