Challenge:
Two former admissions professionals aimed to launch Schoolcraft Digital, a new digital marketing agency specializing in the boarding school sector, but needed support with branding and initial client acquisition. The initiative coincided with the chaos and uncertainty caused by COVID, which significantly disrupted traditional enrollment practices.
Insight:
Boarding schools were increasingly seeking digital marketing expertise to enhance recruitment efforts and navigate the challenges posed by the pandemic, creating a niche market for a specialized agency.
Opportunity:
Position Schoolcraft Digital as an expert in boarding school marketing, offering tailored solutions to meet the unique needs of private educational institutions during an unprecedented time.
Solution:
Led the branding, website development, and creation of sales materials for Schoolcraft Digital, crafting a brand identity that resonated with boarding schools. Designed and executed strategic enrollment marketing campaigns for top boarding schools, leveraging programmatic media, geofencing, and contextual targeting to maintain strong applicant pipelines despite the challenges of COVID. Developed a consistent lead-generation process to secure long-term success, including the Open House podcast where we interviewed headmasters of prospective clients on enrollment marketing best practices.
Results:
Schoolcraft Digital successfully entered the market with a polished brand presence, establishing a strong reputation in the boarding school sector. The enrollment campaigns contributed to sustained recruitment success for client schools during a time of great uncertainty, solidifying the agency’s value proposition.
