Client Background: 

Light Group of Schools (LGS) comprises of successful learning institutions in Nairobi, Mombasa, and Malindi with the brand names of Light Academy and Light International Schools.

The school offers a Kenyan 844 System and a Cambridge International Curriculum. The school has 8 Schools across Kenya in Nairobi, Mombasa and Malindi.

At a time when people are spending considerably more time at home, many parents are looking for virtual schooling to facilitate continuity of learning during the Covid-19 pandemic period. As a result, Light Group of Schools created a Virtual Learning Curriculum offering courses that today’s prospective students and parents want.

The Challenge:

The school’s competition had begun advertising on digital platforms increasing volume, and our client’s on-page ad positions began decreasing. With higher competition for key search phrases, our client’s account was becoming far more expensive and providing a poor return on their investment.

The Solution

Charliecom rebuilt the customer’s ad accounts in Google, Facebook, Instagram & YouTube from the ground up, splitting them into meaningful campaigns that targeted specific demographics. Charliecom built Ad Groups within each campaign and created ads targeting audiences within each location group. As a result, Ad engagement began increasing, which lowered the cost-per-click for the client’s Ads.

The Results: 

Since working with Light International Schools

• Generated over 150 enquiries in 2 months.
• Light International Schools increased their student applications by 70% month on month.
• Implemented consistent Facebook messaging, taking advantage of the change in audiences’ behaviours due to COVID-19.
• Achieved a cost per lead of just $3.5.
• Achieved a CTR of 4%
• Improved website traffic quality resulted in an 85% decrease in bounce rate for Light International Schools
• Worked closely with the internal team of the business in the development of the marketing campaign.