27% upturn in show visitor registrations as a result of a research-based PR and content marketing campaign 

RESULT:

  • As the UK’s leading independent education show for parents, we worked closely with the Independent Schools Show to instigate a content marketing and PR campaign
  • The specially tailored content campaign led to an overall 27% increase in Show visitors, a 23% rise in web traffic, and an increased attendance at the Show as a result of PR and content of 30%

 

 

 

FINDING:

  • The UK independent schools sector is complex and fragmented, and with education such an emotive issue there can be frustration and confusion among parents on how best to choose schools, let alone navigate the entry process
  • Our detailed analysis of the sector which included market research with parents and teachers, enabled us to identify that informative content supported with powerful PR was key to driving increased registrations for the Show

WINNING:

  • Combining the thirst for knowledge from parents with the desire for teachers to have a reference point to send parents to, and the unique wealth of knowledge held by the Show’s experts, we were able to create a content marketing campaign that helped the Show reach new audiences and make existing ones think differently about the event
  • We also used social media to trial key messages and as a platform to reach the key parenting audience

KEEPING:

  • Using insights based on what messages parents and teachers wanted to hear, along with data from the social and digital channels, we were able to optimise the event website to increase conversions and drive repeat visits

DEVELOPING:

  • With such successful foundations laid, we are now able to develop the year-round presence of the Show’s website to make it a relevant and essential reference point for parent
  • By having a regular role in parents’ lives it enables the Show to have more regular communications and therefore drive greater awareness and demand