Campaign Description

As part of my role with the Office of Schools at the Diocese of Orlando, I am tasked with creating a marketing plan to drive our schools’ enrollment. However, some of my counties/regions do not have robust budgets. Therefore, creativity is key to maximize marketing dollars and provide the exposure that these schools deserve.

With a restricted marketing budget, the enrollment campaign for Lake and Marion Counties Catholic schools successfully utilized geofencing to target specific audiences effectively. By strategically selecting areas where potential parents frequent, including grocery stores, shopping malls, gyms, outdoor fields, YMCAs, movie theaters, craft stores, and local parishes, we were able to maximize our reach within tight geographic locations.

The campaign yielded impressive results within a month, garnering 41.8K impressions and achieving a Click-Through Rate (CTR) of 0.11%. Leveraging geofencing not only enabled us to measure ad delivery and click rates but also track the number of prospects who engaged with the ads and subsequently visited our schools, provided they had location services enabled on their devices. This tailored approach proved to be a cost-effective and efficient method in driving enrollment interest for the Catholic schools in the region.