Stage 1 – Target Demographic 

Within our initial brief, Orley Farm provided an overview of postcodes they would like to focus on. Alongside the initial audience overview, we then performed key target demographic and competitor analysis to determine the most appropriate audience to target on Facebook, Instagram and Twitter. 

Our target demographic research included looking in depth at the current market and determining core elements of their ideal character profile including:

• Geographical area
• Age range 
• Spoken languages 
• Gender 
• Interests
• Occupation 

Once we had determined the most appropriate target audience for this campaign, we moved onto Stage 2, the preparation of the ads.

Stage 3 – Caption Creation

Focusing on creating engaging and exciting content with a strong call to action, our creative team commenced working on the captions for our social media ads. Our brainstorming sessions as a dynamic team enabled us to create thought provoking captions that enticed audiences to stay engaged with these posts instead of scrolling further through their social media feed, found below…

Stage 4 – Creative Design 

As seen above, we created bespoke graphics for posts 1 and 3 to give cohesion throughout the campaign and give a corporate but engaging look and feel. 

In Post 1, our creative design team created a bespoke static post with a striking design and headline to catch the attention of readers as they scroll on social media. During post creation,  we adhered to brand guidelines, ensuring the key colours and fonts were used. 

Following the design in Post 1, we also created a closing screen for the video in Post 3, tying the post together and again, keeping things very brand consistent. As we created a short 30 second video for this post, we wanted the closing screen to have a key call to action, which is why instead of an engaging headline, we used an action sentence to encourage parents to reserve their place at the experience afternoon. 

We provided a proof of the creative designs to the client, so they could review these internally. In doing so, we offered two different designs and slight variations between both static posts so that the team at Orley Farm could choose their favourite.

Stage 5 – On Going Management 

Throughout the two week period that the adverts were running, we regularly monitored the success, making any necessary tweaks to maximise the ROI. Early on in the campaign, we noticed that the Twitter adverts weren’t achieving as much engagement compared to that of Facebook and Instagram. This led to us allocating the remainder of the ads budget into Facebook and Instagram, allowing us to gain a higher number of clicks from the campaign.

During our regular monitoring of the campaign, we recognised that Post 3 was more successful in regards to the number of clicks compared to any other ad and so forth, for the last week of the campaign we significantly increased the daily budget allocation for this ad. 

The above changes enabled us to deliver maximum results from the campaign and also analyse the data to understand the core elements to the success of this campaign.

Stage 6 – Analysing The Results

Once the campaign had been efficiently managed by our team for two weeks, we were then able to analyse the results and determine the successes of the campaign. As demonstrated below:

In Summary

Throughout the whole of the campaign, we ensured that maximising the ROI was kept prevalent, from the initial designs right through to the ongoing management of the ads. 

At the start of this campaign, we predicted that the long form video content would be most successful in achieving clicks and user engagement but it was the short form video content that was most successful. When studying the data, we can see that the static post reached the highest number of people, the short form video content received the most amount of clicks, and both types of video content reached a similar number of people. 

How To Run Successful Social Media Marketing Campaigns

The success of running social media marketing campaigns speaks for itself, especially when comparing results against a campaign previously created and managed by the client (Orley Farm). We have a proven track record allowing us to help increase your number of clicks and impressions when you have graphics designed, captions ingeniously created, implemented using A/B testing and managed by our experienced team. 

When comparing stats from previous campaigns, we were able to help Orley Farm School to:

• Reduce their average cost per click by nearly £0.58
• Increase their number of clicks by over 306%
• Increase their advert reach by over 136%

As market leading social media marketing experts in the UK, we are able to design, create and implement the best strategies for your school’s marketing campaign. Whether you are looking to increase your school’s term intake or advertise a new open experience afternoon, we have the capabilities and experience to help you reach success. 

To learn more about how we can help your school reach its goals and objectives then head to our social media marketing blog, or book a free consultation with our team today and we can discuss your objectives in person! Simply call us on 01270 252 106 or email us on sales@designoffice.co.uk and we would be happy to help.