Student Acquisition Campaign
Melbourne Montessori School
Melbourne Montessori School engaged Red Crayon to develop a campaign with the goal of increasing awareness and boosting enquiries for school tour bookings and enrolments.
The school wanted to improve awareness of the Montessori teaching philosophy that so many parents are not aware of. They wanted to ensure that potential parents had a good understanding of the benefits this type of education has, with the single-minded proposition that Melbourne Montessori School prepares children for the future of work.
We created a campaign that positioned Melbourne Montessori School as ‘the best kept secret’ in education for your child. The overarching call to action for the campaign encouraged parents to take a tour where they will discover the difference and benefits a Montessori education could offer their child. The campaign was aimed at parents of toddlers and senior school students, driving enquiry to two of the school’s key programs: early learning and IB.
To promote the early learning classes and IB program, we developed two sets of creative to run across a 6-week digital and social campaign. We showcased students engaging in their Montessori learning and paired this with the Montessori green, a strong visual brand cue for the school.
The overall messaging and creative was well received by the client who felt we were able to successfully communicate the benefits of a Montessori education in a succinct way.
The campaign performed above benchmarks with a click-through rate of 0.09% for display and 0.28% for social. The campaign landing page received a total of 2,553 page views from the digital ads. The school also received a higher number of phone enquiries than they usually would during the period that the campaign was live. Many individuals who called the school had not heard of Montessori education before, confirming that the campaign increased awareness of the school.