Greensprings School Grows Qualified Admissions Enquiries by 62% with Full-Funnel Campaigns
Project Overview
Greensprings School needed to reach discerning parents across Lagos with a more precise admissions funnel. Neukleos created a campaign system that presented the school experience clearly, captured intent earlier, and helped the admissions team focus on better-qualified enquiries.
Background
Making a Premium School Choice Easier to Understand
Parents were comparing curriculum, facilities, values, location, and outcomes across several private schools. The opportunity was to make Greensprings' strengths easier to evaluate while reducing friction between campaign interest and admissions conversations.
Strategy
A Parent-Centric Funnel from Awareness to School Visit
We built audience segments around school stage, location, and parent intent. Campaign messaging focused on academic excellence, pastoral care, co-curricular development, and the admissions journey, with landing pages and forms tailored to each enquiry type.
Execution
Sharper Creative, Better Forms, and Admissions Team Visibility
We refreshed ad creative, launched search and Meta campaigns, built retargeting sequences for parents who engaged with fee, curriculum, and campus content, and structured lead handoff so the admissions team could prioritize high-intent families quickly.
Results
62% More Qualified Enquiries and a 41% Lower Cost per Lead
The campaign increased qualified admissions enquiries by 62%, reduced cost per lead by 41%, and grew scheduled school visits by 34% during the admissions window. Retargeted parent audiences converted at 2.7X the rate of cold traffic.
Conclusions
- Education campaigns need trust-building content, not only lead forms.
- Segmenting by school stage made messaging more relevant to each parent.
- Admissions handoff quality improved when lead scoring was introduced.
- Retargeting helped parents return when they were ready to book a visit.