Website Sessions
+ 37.2%
Website Users
+ 55.9%
Website Pageviews
+ 10.8%
Website New Sessions
+ 14.6%
Background
Private schools that provide a Waldorf education focus on growing pupils’ intellectual, artistic, and practical skills in an integrated and holistic manner. Waldorf Schools integrate academics with the arts and provide a nurturing hands-on learning experience to promote creative and critical thinkers. As a unique type of preschool through 12th grade private school, these southern California locations were aiming to spread awareness of their school and educational format and increase enrollment.
Challenge
While Waldorf Schools have an incredible reputation amongst those who are familiar with the education style, there are still many parents in southern California that are unaware of this type of private school. The objective of the campaign was to inform parents about this style of education who are currently interested in having their children attend private school. However, the challenge of this was identifying how to teach this very specific audience about the benefits of Waldorf education when they are unfamiliar with the name and not searching for it.
Solution
Bright Age developed a Google Search Campaign for these southern California Waldorf Schools that would result in ads showing up for searches around special types of private schools. The audience may not know to search for “Waldorf” private school, so the campaign was designed to have the ads appear for alternative keyword searches, such as holistic, developmental, alternative, integrated, experiential, outdoor, diverse, unique, artistic, and progressive private school. By having Waldorf Schools show up for this wide range of private school searches and more, the brand was exposed to a new audience and parents were educated about the benefits of Waldorf education. On top of this, a Google remarketing tag was placed on the Waldorf Schools’ websites so that display ads could follow the audience around as they visit other websites. This would help the schools stay top of mind for all parents as they make their private school decisions.
Results
The Google search and display campaigns were a striking success for the Waldorf Schools. As the primary objective, there was a significant influx in applications which caused the school to fill all grades and classrooms to maximum capacity for the first time since opening. In addition, there were over 86,000 Website Sessions in 2018, which was a 37.2% increase from the previous year. Website Users increased by 55.9%, while the percent of website visitors that were new increased by 14.6% from previous year. The paid Google campaigns also had a domino effect on helping organic website traffic, which increased by 32.9% from the previous year. Through a strategic Google campaign, Bright Age was able to educate southern California parents interested about the Waldorf education opportunity and increase student enrollment.
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