Education
Education marketing
A parent is not choosing a school. They are trying not to get it wrong for their child. An adult is not looking for a course but for a way out: a new job, a promotion, or a document they need. Our work is to make the site answer that fear and that reason.
We ask first which enquiries turn into an enrolled student, and only then talk about budget. Enrolment follows a calendar. So the campaign is planned around that calendar, not around the month it happens to be convenient to start.
Where the enrolment is lost while the decision is still being discussed
The campaign starts after the choice has been made
For September, parents choose in the spring. Advertising in August finds places that have already been reserved elsewhere.
The page speaks to the learner while somebody else pays
The child looks at whether it will be interesting, the parent at safety, the journey and the cost. When the page speaks to only one of them, the other holds the decision up.
The first question goes unanswered
A parent first asks where you are and how the child will get there. If that is not visible immediately, nothing else matters.
The document at the end is never explained
The learner wants to know what they receive and where it is recognised. When it is not written down, they assume it is worth nothing.
The free trial lesson goes unattended
A trial session attracts people, but if booking it means a long form and a wait for an answer, the impulse goes cold.
What changes in the work when people enrol on a course
In education, everything revolves around the enrolment calendar, and the decision is often made by someone other than the person who will study. That is why the steps of how we work are arranged around the enrolment periods.
Goal
We start from the number of places on each programme and each enrolment window, because a classroom has a ceiling. From there we work out how many enquiries are needed, not the other way round.
Check
We check that enrolments, trial-lesson bookings and calls are recorded by programme, and that it is visible which enquiry became an enrolled student.
Channels
Search and content work months before enrolment, advertising intensifies during the choosing period, and emails hold the thread until the deadline. The visit in person is the step everything leads to.
Report
Reporting follows places filled and people who enrol again, not the number of enquiries. A spring campaign is judged after the autumn start, not in the month it ran.
The services that matter in education
Who pays, who studies and who decides
In education the person searching, the person paying and the person who will study are often three different people. So the pages are written for each of them separately.
Here, what can be checked is an advantage. Private schools and kindergartens are entered in the ministry's register, vocational training centres are licensed and issue a certificate of qualification or of training, and language schools may be examination centres for an external body. Each of those can be verified publicly, so it is stated precisely rather than as a promise. A word like diploma is used only where the law allows it.
- Kindergarten and primary school: Decided in the spring for September and discussed at home for weeks. Proximity, the environment and the people carry the weight, and the visit in person is the real sale.
- A school with a specialism: Parent and child decide together, comparing two or three places. It goes to whoever explains what comes after finishing.
- A language course for a child: The parent pays, the child has to want to go. A visible timetable, the teacher and a clear next step after the level all help.
- A language course for an adult: They decide alone and enrol late, often in the final week. A precise start date and easy enrolment are what work.
- Exam preparation: There is a hard deadline, so it is decided quickly. Parents ask about previous years' results and about the size of the group.
- Vocational training and retraining: The trigger is a lost job or a job advert demanding a document. The customer wants to know which document they receive and where it is recognised.
- Training paid for by an employer: Someone in HR searches and a department head decides. This needs an invoice, group terms and attendance reporting.
Sectors with a similar way of deciding
The decision takes time
How the work is organised around a choice that takes time.
Real estate
When a big decision is discussed at home for months.