The objective of this campaign is to segment audiences into three key categories: Gifted and Talented, International, Anxiety, ADHD, Learning Differences, College Preparation, and Other. Parents select the category that best describes their student when completing the inquiry form on our website, with the prompt “What option best describes your student?” Each category has a tailored 5-email series, each with a specific focus. While the ultimate goal of the campaign is to either schedule a tour or encourage an open application, each email has its own smaller goal aimed at increasing family engagement throughout the marketing funnel.
During the 2024-2025 school year, we found that using videos as a call-to-action (CTA) was more effective than blog posts in driving engagement. Overall, open rates were strong, meeting the industry benchmark of 25%.
Anxiety Email 1:
OR: 50%
CR: 50%
ADHD Email 1:
OR: 41.67%
CR: 8.33%
ADHD Email 2:
OR: 30%
CR: 0%
ADHD Email 3:
OR: 40%
CR: 0%
ADHD Email 4:
OR: 50%
CR: 0%
ADHD Email 5:
OR: 70%
CR: 10%