Felsted School

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Felsted School: Social media content marketing

In spring 2018, Shareable were approached by the marketing team at Felsted School to help develop a plan to manage and enhance their social media activity. In the process, they wanted us to help drive more visitors to relevant pages on their website, promote the school as the independent school of choice in the area, promote events and increase the footfall of parents to open mornings.

The marketing team at Felsted understood the value of social media as a pupil and parent recruitment tool and, as a result, the school was already a strong performer on social media. What they needed from us was an oversight on how to integrate a new creative campaign they had produced with an external design agency into an integrated marketing campaign across all their channels.

By performing an in-depth audit of their social media channels we were able to analyse their current audience demographics and ensure it was in line with their identified audience preferences. Our findings then influenced the overall design work, as we identified a particularly active demographic that we all agreed would be more engaged with a revised messaging framework.

Felsted continues to be a very valued client of Shareable and they have helped us refine our independent school offering so that we’re able to provide an exemplary level of support to any school, no matter what size their marketing & admissions team are.

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The Royal Masonic School for Girls

Coworking design, office fit out and private office refurbishment

In February 2019, The Royal Masonic School for Girls tasked Shareable Schools with increasing their brand awareness locally and internationally, with a view to engaging more parents and prospective parents.

Driving Traffic to School Website with Facebook Advertising

As a boarding and day school for girls from across the globe, RMS is often considered by parents who want their daughter to receive an all-girl British education. Not only was the goal for these campaigns to increase their global brand awareness, but it was to engage new and prospective parents in UK locations in the run-up to Open Days for their Sixth Form, Prep and Pre-Prep places. The ability for social users returning to the school website to find out more information and register for the event was also desired.

The Power of Facebook Advertising

With dates in the calendar for international education fairs, Shareable Schools first looked at ways in which we could get RMS’ message to new audiences around the world, and 22% of the worldwide population using Facebook (74% of which are visiting the platform daily) Facebook Advertising was the obvious choice.

Armed with a list of international cities, Shareable Schools could set up ads targeting parents in locations such as Dubai, Hong Kong and Accra. Social media reports have shown that their most engaged cities changed as a result of these ads, and with a significant amount of increased website traffic, prospective parents were presented with RMS and what they have to offer.

Other Facebook Ads we ran included the promotion of Open Days that the school was hosting to generate more interest from prospective parents in a given area, again highlighting the benefits of an all-girl education.

Establishing a Social Media Strategy

Following on from the success of Facebook Advertising, Shareable Schools continued to assist RMS with social media strategy.

Initially, general posts from the school were included in this planning, but after a short period of time, it became apparent that the school could manage this as the team was large enough, with plenty of news happening in and around the school.

We worked with the marketing team to formulate regular posts about wider educational issues that featured in the news. These issues ranged from research or events affecting independent schools e.g. enrolment figures and admissions as well as the importance of mental wellbeing and music in the curriculum. We were reactive to news events and were able to present RMS’ viewpoint on each matter, giving parents peace of mind that the school takes such matters seriously.

The Results

To date, the school’s Facebook page has seen a 10% increase in likes in six months and a 13% increase in total engagements.

The page now has a great mix of daily news and thought-leadership comments and we look forward to continuing to work with the school to build their social media presence in other ways going forward.

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Scott Properties: Lead Generation

Scott Properties: Lead Generation

In 2019 Shareable worked with the team at Scott Properties to ascertain what level of interest and objection there would be to a number of sites they had identified and optioned. One such site in Ardleigh had been identified for a large retirement residential-led scheme.

We ran a series of Facebook and Instagram adverts targeting homeowners in the local area and asked them their opinion of the potential development. The results of which were included in the subsequent planning application. On top of this campaign, we also ran a series of adverts tied to leads forms looking for potential purchasers of the development. Interested parties signed up for updates, which triggered an automated email marketing campaign that kept them updated at key stages within the planning and subsequent build of the development.

Whilst this particular development is ongoing, Scott Properties are in a very strong position of having a positive interaction with the local community prior to the onset of works, and an identified customer base from the local area for sales when the site is ready to market.

Rob Scott

“Nolan and the entire team at Shareable have been brilliant to work with. I highly recommend them.”

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