Case Study

Queen Anne’s School

“The dashboard truly shows the value of what we are getting for our investment in advertising,”

Bethan Clothier, Marketing Communications Officer with the school.

Queen Anne’s School is an all-girls boarding and day school located just over an hour drive from London.

With digital marketing now becoming a bigger focus as part of the budget, Queen Anne’s are looking to optimize their ad spend for student recruitment.

The main marketing objective is to get prospective students and parents to visit the school. Once there, they are delighted by the beautiful buildings, verdant campus, inquisitive students and caring staff. The Queen Anne’s motto speaks for itself: Kind Hearts, Fierce Minds and Strong Spirits.

The institution has been working with HEM Education Marketing Solutions for the past year to maximize the return on its marketing investment.

Leveraging its 15 years of experience in educational marketing around the world, HEM collaborates with the school to develop a carefully planned strategy.

Here are some of the key components:

Geo-targeted Google Ads are directed at high-potential postal codes near campus and in neighboring towns. By excluding areas unlikely to convert, HEM optimizes the advertising budget.
Facebook ads are developed to attract parents. With Instagram being popular with younger parents, some ads are also placed on that social media platform.
Short and catchy Snapchat ads were used to raise awareness among prospective students

Most importantly, HEM helped develop a landing page that would capture leads and encourage parents to sign up for campus visits, called Open Mornings. This page presents the school’s key value propositions and ensures that only high-intent leads are funneled to the admissions team.

“The quality of the leads is excellent,” says Bethan Clothier,, Marketing Communications Officer with the school.”

“We are only looking for families that will be a good match for the school – and HEM facilitates that.”

An important element of the project is the customized dashboard provided by HEM. It allows the school to track the results of the ads, providing data about conversions to attend the Open Mornings.

“The dashboard truly shows the value of what we are getting for our investment in advertising,” says Bethan.

Previously, Queen Anne’s School contracted with a corporate marketing firm. However, results were mixed. The School is pleased with HEM’s expertise in the education sector and its responsiveness in dealing with questions.

“As a school for girls, it’s vital that we instill trust with prospective parents,” says Bethan Clothier, Marketing Communications Officer with the school.

“HEM helps us portray a professional image and attract parents to our Open Mornings.”