We’ve made it to our 6th article of the School Leaders Success Guide. That means you are already on your way to developing a complete strategic marketing campaign for your school. At this point, you have identified your target audience, the campaign is up and running, and you are following up regularly. What’s next? It’s time to measure your school metrics!
Measuring the success of your campaign is all about implementing a strategy, analyzing your current results, and tweaking the efforts that aren’t working. But how to measure your school metrics beyond Google Analytics? In this School Leader Success Guide, we’ll discuss the most important metrics to keep on the lookout. For a more detailed analysis of your campaigns, Schola offers Complete Campaign Reports. These reports allow you to obtain real-time data about your recruitment efforts with in-depth KPI analysis to help you make data-driven decisions on each of your campaigns.
KPIs
The key performance indicators (KPIs) you should focus on will depend on the nature of your campaigns and your intended target audience. Concentrate on the generated leads from your social media ads, total engagement, and cost per impression. Initially, keep it simple! It’s very important to choose a group of core performance metrics and stick to them. Remember to include only those that are important to achieve your campaign’s objectives.
Traffic
Analyzing your overall traffic will give you a good idea of where you stand. You may begin to notice emerging patterns, like seasonality, which can help you stay on top of your school’s high and low seasons. Schola can help increase your school’s traffic with its Multi-Platform Ad Campaigns. It allows you to run targeted ad campaigns to attract prospective students who flow directly into your relationship manager.
Engagement
You can calculate your engagement rate by taking the interactions across a social media campaign and dividing them by the number of impressions generated. A high engagement rate shows how valuable the content is and what sort of impression it creates on your target audience. Engagement is important because the more people that interact with your campaign, the more families your campaign will reach.
Conversions
By tracking your conversions, you can identify which elements of design, offer, and tone your audience is interacting with the most. If you are experiencing low conversion rates on your high seasons, you should tweak efforts and focus on improving your message and communication channels. If you are experiencing low conversion rates, Schola can lend a hand! Our Bilingual Parent Outreach team focuses on reaching out in both Spanish and English to your prospective families. They will nurture them through the enrollment process to help you increase your conversions, turning prospective students into enrollments. Let our team of experts guide your outreach efforts to start converting and boosting your school metrics like never before.
Search Trends
Analyzing search trends can be an excellent way to tell if you’re appropriately targeting your campaign’s keywords and audience. Keywords vary with time and follow trends. Make sure you are not putting too much effort into pursuing highly competitive phrases or words that are not on trend with what your potential families are currently searching for.
You should be regularly monitoring your key performance indicators and your return on investment for optimal results. To better monitor your school’s ROI, it is essential to evaluate the Cost Per Lead (CPL) and the Cost Per Enrollment (CPE). It will help describe the total cost of identifying a lead and converting it to new enrollment during a specific marketing campaign. You can have a rough measure of school metrics like the CPE and CPL by using these formulas:
- (Marketing Pushout + Creative) / Total Leads → Cost Per Lead
- (Marketing Pushout + Creative) / Total Enrollments → Cost Per Enrollment
After evaluating all of these elements, you can establish how much you need for your marketing budget to help reach your ideal goals. If you need assistance with analyzing and optimizing your school metrics, Schola is always here for you. Our School Growth & Engagement team is ready to assist you in creating and analyzing campaigns that make sure your school is up to date with its demographic. In marketing, strategy and results go hand in hand. Start optimizing them today!
Recent Comments