EducationCanada10 monthsSample content

BrightPath Academy

Spending with the intake calendar instead of against it

An independent school was spending evenly year-round and converting badly. We reweighted media to the intake cycle and split the parent and student message.

Enquiry-to-application: +0%
Enquiry-to-application
Cost per application: −0%
Cost per application
Open day attendance: +0%
Open day attendance

Illustrative sample — client, figures and quote are not real. Replace before launch.

The challenge

Where things stood

Budget was spread evenly across twelve months, which meant underspending during the intake peak and wasting money in quiet periods. Prospectus downloads were healthy but applications were flat, with nothing bridging the months between. One message addressed both students and parents and persuaded neither.

The strategy

What we decided to do

Reweight media spend to the intake calendar

Split messaging and landing pages by audience

Bridge the enquiry-to-application gap with structured nurture

Build organic depth on outcomes and entry requirements

Execution

How it was built

Intake-weighted planning
Budget restructured into awareness, consideration and deadline phases mapped to each intake, with the heaviest weighting in the six weeks before application close.
Audience-split campaigns
Separate campaigns and landing pages for parents (outcomes, fees, safeguarding, transport) and prospective students (facilities, subjects, student life).
Multi-month nurture
Sequences running from first enquiry through to application, featuring open days, alumni destinations, scholarship deadlines and staged application reminders.
Outcome-led organic
Content on university destinations, subject offerings and entry requirements — the long-tail queries school comparison sites cover poorly.

Results

What it produced

Enquiry-to-application conversion improved 47% across the following intake, with the nurture sequence doing most of the work on families who enquired early. Cost per application fell 31% despite unchanged total budget, purely from reweighting when it was spent. Open day attendance rose 64% with automated reminders.

Enquiry-to-application: +0%
Enquiry-to-application
Cost per application: −0%
Cost per application
Open day attendance: +0%
Open day attendance

We had been spending the same amount every month for years. Simply moving it to when families were actually deciding changed our numbers more than any new campaign.

Helen Barros·Director of Admissions, BrightPath Academy

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Meta Ads Management

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Landing Pages

Single-purpose pages that stop your ad budget leaking on arrival.

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