Keith Country Day School is the Rockford region’s only nationally ranked, independent college-prep school for students ages 3 through 12th grade. Often described as one of the most beautiful campuses in northern Illinois, Keith uniquely combines strong academics with the most inclusive and friendly private school atmosphere. There is a plethora of strong private education options within the Rockford region, so Keith officials hired Chartwell Agency to set them apart and make Keith the private school of choice.
Solution
Following the development and launch of a new website, Keith School also partnered with Chartwell Agency to create a proactive and attractive digital marketing campaign. The goals were to enhance the number of inquiries and leads for the admissions pipeline and better target potential families to move them into the prospects funnel by driving them to the school’s new “virtual front door.”
Chartwell developed and implemented a digital campaign strategy that targeted individuals through display advertising and geotargeted prospects at key employers and organizations with appropriate demographics. Chartwell also developed a monthly e-blast issued to 25,000 individuals each month with stories and insight about the school’s unique approach to education and special events such as open houses. The digital campaign repeatedly presented Keith’s brand and key differentiators to targets based on shared digital profiles and behaviors with existing/ideal students/families.
Outcome
Keith saw more hits on its website, increased attendees at its open house and received more inquiries regarding admissions than ever before. Direct email blasts had a higher-than-industry-average rate, Facebook advertising earned a significantly higher click-through rate that was double the industry average and the search engine marketing conversion rates remained more than double the industry average.
