The Problem
The Right Families Were Out There. We Just Had to Find Them.
A Denver private school needed a way to reach prospective parents who were actively researching private education, had the means to pay full tuition, and were already thinking seriously about making a move. The leads coming in weren’t converting at the rate they needed.
The Work
We Met Them Where Nobody Else Was: LinkedIn
At the time, LinkedIn was largely untapped for private school enrollment marketing. I recognized that the platform’s targeting capabilities of job title, seniority, and interests, made it possible to reach the demographic the school was targeting.
I wrote a whitepaper that walked parents through what to look for when touring a private school–classrooms where seats were grouped together rather than arranged in rows facing a teacher indicated a collaborative learning philosophy. With specific, observable details, parents were able to ask better questions during tours–ones whose answers revealed the school’s real value.
I built and executed the full campaign architecture, running organic and paid promotion on LinkedIn, and ultimately directing prospective parents to the gated content.
The whitepaper did the qualifying. By the time families visited, they already understood what made the school different.
The strategic shift behind the work
The Outcome
Nearly 100 Visitors. Every Offer Accepted.
Nearly 100 families toured the school after downloading the whitepaper. 37% of those 100 applied. But the real proof wasn’t the volume. It was in the fact that every candidate who was extended an offer accepted it: proof the campaign generated full-pay, hyper-qualified leads.
37%
of whitepaper visitors applied
100%
of those extended offers, accepted