Guidepost Montessori · 2021 to 2023
9,150 new leads and 5,800 completed school tours
Montessori schools, 120+ locations
How we work with schools and childcare →- New leads
- 9,150
- Completed tours
- 5,800
- Webinar funnel conversion, up from 2.8%
- 6.4%
The situation
Guidepost needed more families touring its schools across a network of more than 120 locations, because the tour is where the enrollment decision gets made.
The network was still opening schools while it advertised. The program had to sell schools that were open, schools opening the next season, a virtual school and a teacher-training business, each to its own audience.
What was built
- Paid ads
- Landing pages
- Tour booking
- Webinars
- Directory listings
- 01
Google Ads by region and program
Search campaigns for parents looking for a school, built by region, with ad groups by program (infant, daycare, preschool, elementary), city names in the headlines, and pre-opening campaigns for schools opening in fall 2023.
- 02
Social ads by school
Meta campaigns for each school and region showing the Montessori experience, separate campaigns for schools not yet open, and a virtual school sold in the US, Canada, Asia-Pacific and Europe.
- 03
Landing pages
Pages built for one action: booking a school tour.
- 04
Email
Campaigns keeping families informed about school updates, events and the curriculum.
- 05
Tour booking and reminders
Scheduling software and reminder automations that raised the share of booked tours that happened.
- 06
A webinar funnel
A webinar funnel, with cost per registration down 56%.
- 07
Directory listings with tracked links
60 school profiles on a private-school directory, every link tagged so a family's inquiry traced back to its school.
- 08
A parent contest
A contest campaign that brought in 499 leads in a single week in September 2021.
- 09
Teacher training and hiring
Campaigns for the teacher-training business in the Philippines and Vietnam, and recruitment campaigns for school staff.
How it ran
2021
Meta campaigns by school and region, the virtual school in four regions, teacher-training campaigns abroad, and the parent contest.
2022
60 school profiles on a private-school directory, each link tagged to its school.
2023
Google rebuilt by region and program, with pre-opening campaigns for the schools opening that fall.
The result
Phones rang across the network and more parents came in for tours: 9,150 new leads and 5,800 completed tours.
What carries over to your business
- 01
If the sale happens on a tour, measure the tour. A booked tour that never happens is a lead you already paid for.
- 02
Give each location, and each location not yet open, its own campaign and its own numbers.
- 03
Tag every directory listing back to the school it belongs to, so free listings report like paid ones.
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