The Darrow School

The Darrow School International is an American School based in the state of New York. Thriving off diversity, they have been welcoming International Students since 1932.

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80,808

Users on Website

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85

Enquiries

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8520

Clicks on PPC Ads

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3.28%

Click Through Rate

These results are based on a 12 month campaign period.

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THE BRIEF

We were appointed by the International School to create and manage an international awareness campaign to help attract more students from around the globe. The Darrow School had previously struggled online to target international students.

Their aim was to reach out to increase the number of international enquiries from parents and students interested in attending The Darrow School and their long-term aim is to improve the number of conversions of international students on a digital platform.

The Darrow School’s target market is the Middle and the Far East market. However, with little to no knowledge of these markets online, they reached out to us to create an effective international awareness campaign.

The Darrow School website

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THE CHALLENGE

Initially, we carried out thorough competitor research for international boarding schools in their desired target countries. From our findings, we developed a strategy incorporating their target areas, Darrow’s goals and their budget.

As Darrow were targeting an international audience, they wanted a new website built separate to their domestic website. We built an informative website, that would aid in the international PPC campaign, along with creating an automated email user-journey to capture leads in order streamline the communication process and more accurately calculate the campaign performance. We also designed, created and printed a new brochure that would that be sent out to prospective students.

After a clear strategy was set out and the new website was built, further keyword research was conducted and 6 countries were targeted with their own campaigns for two months. This allowed us to gather enough data on the market to understand each countries behaviour, which was then used to refine the PPC campaigns.

In addition to the Google Ads, we wanted to increase Darrow’s enquiries and awareness online, therefore, we began Facebook advertising. Our strategy included AB testing image adverts and video adverts in the target markets, with the result of video advertising coming out on top.

THE RESULTS

We have been working with The Darrow School for about 8 months now and our efforts have generated 75 international enquiries and we have strengthened Darrow’s online presence and brand awareness.

86%

Increase of Engagement on FB

3,417,803

Paid Facebook Ads Impressions

6,700

Google Ad Clicks

45%

Increase of Reach on FB

912,743

Paid Facebook Ads Link Clicks

225,000

Google Ad Impressions

The Darrow Facebook page

Does your business need help managing a successful PPC campaign?

The Zostro Team can help!

Give us a buzz today on + 44 (0)141 404 5275 or enquire online.