Social Media Ads GEMS Education

Date

September - 2017

Client

Gems Education, Gurgaon

Client Profile

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Industry

Education (K-12 School)

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Company Size

150-200 employees

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Target Audience

Parents of school-aged children (ages 4–16) in Gurgaon and nearby areas, seeking high-quality education options for their children

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Geographic Target

Gurgaon and neighboring areas

Problem Statement

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.

Business Goals

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.

Challenges

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High Competition

With several premium schools in Gurgaon offering similar programs, GEMS Education needed to differentiate itself and stand out in a crowded market.

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Target Audience Engagement

Reaching parents with children in specific age brackets required precise targeting to ensure relevance and minimize wasted ad spend.

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Low Awareness of Differentiators

Many parents were unfamiliar with GEMS Education’s global curriculum and focus on holistic development, limiting inquiries from potential families.

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Seasonal Demand

School admissions primarily peak during specific months, necessitating timely and impactful campaigns to drive inquiries in a short window.

Strategy and Tactics

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.

Services Provided

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Audience Segmentation and Targeting

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.

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Engaging Ad Creatives

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.

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Lead Generation Ads

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.

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Retargeting Campaigns

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.

Tools and Technologies

Facebook Ads

for detailed audience targeting and lead generation capabilities

Instagram Ads

to visually engage younger parents and highlight the school’s vibrant campus and programs

Messenger Ads

to allow direct communication with interested parents for quick responses to inquiries

Facebook Pixel

to track website visitors and optimize retargeting efforts

Results & Metrics

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.

Before & After Comparisons

Metric

Before

After

Monthly Inquiries

100

170

Cost-Per-Lead (CPL)

₹800

₹440

Engagement Rate

4.5%

7.2%

Website Traffic

1,800 visits

3,100 visits

Quote
Meenakshi Zarabi,
Principal, Gems Education

Conclusion

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.

Looking to boost admissions for your school through social media ads?

Contact us today to create a winning campaign for your institution!