Date
September - 2017
Client
Gems Education, Gurgaon
Education (K-12 School)
150-200 employees
Parents of school-aged children (ages 4–16) in Gurgaon and nearby areas, seeking high-quality education options for their children
Gurgaon and neighboring areas
GEMS Education wanted to strengthen its presence in Gurgaon’s competitive education market. Despite strong academic offerings and a reputable brand, the school faced challenges in generating consistent inquiries from prospective parents. They needed a targeted social media advertising campaign to showcase their unique features, attract parents, and increase admissions for the upcoming academic session.
1. Increase enrollment inquiries for the upcoming academic year
2. Build awareness of GEMS Education School’s unique offerings, such as global curriculum and holistic learning
3. Position the school as a top choice for parents in Gurgaon.
With several premium schools in Gurgaon offering similar programs, GEMS Education needed to differentiate itself and stand out in a crowded market.
Reaching parents with children in specific age brackets required precise targeting to ensure relevance and minimize wasted ad spend.
Many parents were unfamiliar with GEMS Education’s global curriculum and focus on holistic development, limiting inquiries from potential families.
School admissions primarily peak during specific months, necessitating timely and impactful campaigns to drive inquiries in a short window.
The social media advertising campaign was designed to increase awareness, highlight the GEMS Education school’s unique offerings, and drive inquiries through compelling messaging and creative visuals.
Identified and targeted parents in Gurgaon with children aged 4–16. Used interest-based targeting to reach parents interested in premium education, extracurricular activities, and international curriculum.
Developed carousel ads, video testimonials, and short videos showcasing the GEMS Education school’s facilities, curriculum, and extracurricular programs. Highlighted features like international faculty, state-of-the-art infrastructure, and a focus on holistic growth.
Ran lead generation campaigns on Facebook and Instagram, allowing parents to inquire directly through the platform. Followed up with personalized emails and phone calls to nurture leads and guide them through the enrollment process.
Retargeted parents who engaged with the ads or visited the website but did not complete an inquiry form. Ads focused on success stories, parent testimonials, and limited-time enrollment offers to encourage action.
for detailed audience targeting and lead generation capabilities
to visually engage younger parents and highlight the school’s vibrant campus and programs
to allow direct communication with interested parents for quick responses to inquiries
to track website visitors and optimize retargeting efforts
Enrollment Inquiries
Increased inquiries by 70% within the three-month campaign period.
Cost-Per-Lead (CPL) Reduction
Achieved a 45% reduction in CPL through precise targeting and optimized campaigns.
High Engagement Rates
Engagement rates on Facebook and Instagram ads grew by 60%, with video ads featuring student and parent testimonials performing best.
Website Traffic Growth
Traffic to the admissions page increased by 50%, driven largely by social media ads.
Monthly Inquiries
100
170
Cost-Per-Lead (CPL)
₹800
₹440
Engagement Rate
4.5%
7.2%
Website Traffic
1,800 visits
3,100 visits
GEMS Education School successfully used social media advertising to drive enrollment inquiries, improve brand awareness, and position itself as a leading educational institution in Gurgaon. By leveraging precise targeting, engaging ad creatives, and retargeting strategies, the campaign achieved significant results within a competitive market.
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