Case
The International School of Panama, known as a leader in international education, set out to boost the number of prospects for its Open Houses by targeting expatriate parents with children aged 0 to 17.
Goal
The goal was to enhance attendance at the Open Days by encouraging the admission process through a strategy centered on native form registrations.
Solution
The solution involved a thorough strategic experimentation process. The objective was to pinpoint the most effective options regarding media, channels, and communication by implementing audience segmentation tactics and varying content.
Execution
Throughout the implementation of the plan, specific audiences were created based on interests and aligned with previously validated concepts. Custom audiences were also utilized. This strategic approach not only generated significant interest among valuable audiences but also greatly contributed to the increase in registrations. To ensure ongoing effectiveness, close monitoring of ad rotation was performed, maintaining a stable and optimal frequency.
Results
The outcomes were impressive: in August 2023, the brand recorded an average of 6 registrations per event through digital media. By the end of January 2024, a total of 39 leads had been registered, achieving an attendance participation rate of 24%.