Driving Open House Attendance with Lead Generation

Established in Montreal in 1909, Miss Edgar’s and Miss Cramp’s School (ECS) is a leading private English-language school for girls.
Serving junior, middle, and senior school students, ECS is renowned for its comprehensive curriculum that addresses diverse learning needs.
The school’s guiding principle is: ‘Empowering girls to lead the way.’

The Challenge

ECS aimed to boost attendance at their open house and increase sign-ups for private tours for prospective Kindergarten, Middle, and Senior school students.
Despite a significant investment in their initial outreach efforts, the school struggled to generate sufficient interest and sign-ups to justify these events.
They needed a more effective strategy to reach their specific target audience and streamline the registration process.

The Solution

  • Media Planning
  • Paid Media Implementation
  • Lead Generation Integration

Faced with a limited budget, ECS partnered with Binary & Co to enhance attendance at both the open house and private tours.

Our initial step involved precisely defining the target audience and identifying the most effective channels to reach them. Given ECS’s position as an English-language program in Montreal, precise targeting was crucial to engage this niche demographic. We collaborated closely with their communications consultant to develop a detailed profile of the ideal prospective family.

Our strategy employed a dual-platform approach, leveraging lead generation forms on Google and Meta for both open house registrations and private tour bookings. To refine our targeting, we implemented logic gates within the forms and continuously incorporated qualitative feedback from the admissions team to ensure we were attracting the right audience.

Given the specialized nature of the target market, ongoing feedback and performance assessment of the forms were essential. The ability to review form entries allowed us to monitor traction within relevant segments.

- Private Tours: Generated 16 qualified leads, alongside 475 visits to the dedicated tours landing page. ECS successfully booked and conducted 5 private tours for prospective parents.

- Senior & Middle School Campaign: Achieved 35 leads at a cost per acquisition (CPA) of under $60.

- Language Flexibility: Successfully ran campaigns in both English and French, generating interest and leads despite the school's English-only program.

ECS was able to meet their admissions goals for the upcoming admissions cycle. They’re admissions team was able to meet with a number of prospective parents across all grade levels.

What Next?

ECS intends to continue its partnership with Binary & Co for their fall recruitment drive. The campaigns generated sufficient interest to effectively fill admissions for the upcoming academic year.

If you’re interested in learning more about what we do and how we can help you build leads and interest in you marketing funnel. Reach out!


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