Executive Summary

For The Chestnut Hill School (TCHS) team, year one was all about laying the foundation, testing new tools, and increasing quality traffic.

Challenges

Admissions can run in cycles. Activity from 5+ years back can influence the admissions cycle.

TCHS recognized a need to build brand awareness (long-term) while influencing current admissions.

The customer journey for a new prospective family can be a long one: many touch points can be involved. Understanding the full journey beyond digital is important to understanding how prospective families think. The Chestnut Hill School team has a great understanding of this and through it has been instrumental in understanding personas and helping to craft messages that resonate with families in different stages of the conversion funnel.

How Product Helped

TCHS found a suite of tools to leverage across the digital landscape. Through a process of testing, measurement, optimizing and building, our teams found a set of products that are foundational to The Chestnut Hill School’s lead generation success:

• Analytics
• Yelp Ads
• Google Search
• Google Remarketing
• SEO, On Page
• Local SEO
• Social Strategy
• Industry sites

These strategies have levers that influence leads right away. In upcoming strategy sessions a parallel path will be determined to work towards the same objecting of increasing quality leads, but through a long-term lens.

Results, Return on Investment

Introducing new channels and putting an emphasis on the channels that drive the greatest engagement improved metrics like time spent on site, bounce rate, and number of pages visited.

Future Plans 

Content marketing including asset development, will further build on the ability to drive leads. TCHS is a thought leader in the space, with continual education and speaking events.

By defining how we can leverage these activities to enhance the schools position in the space, TCHS will be able to take advantage of this unique position in a more scaled format, digitally, and throughout the year.

Through continuing with forward-thinking brand awareness strategies, admissions will rise for years to come. Families will continue to recognize the school as the top choice for students and we’ll work to make that connection for families earlier.