Finding the needles in the haystack
How Verb’s in-depth social media strategies can pinpoint and connect to even the most unique target markets
The challenge:
Vanguard Gifted Academy wanted to acquire new students, but that meant each lead had to:
- be a parent or guardian of a gifted student
- know what a gifted student is
- reside within a reasonable distance to the school
- pay for private education
- ...and be willing to make a mid-year transfer
We were looking for a needle in a haystack.
Facing the challenge
Taking on social media is, for most organizations, overwhelming. See what happened when Vanguard’s head of school changed course from DIY marketing to Verb’s identity-based social tools.
The research strategy
Vanguard is comprised of experts in gifted education. But what is gifted education? How is it different? Why does it matter? To connect with such a limited group in a limited area, we couldn’t just start running a run-of-the-mill social campaign. Our strategy needed to equip us to see each unique hurdle, and help leads clear them.
Tailored inbound tactics
We tailored our inbound marketing content, videos, and website funnel to Vanguard's audience, addressing their essential needs, wants, and pain points. When the time came, their audience was willing to exchange personal information for more in-depth content.
30+ high quality leads
We’re not talking about creating page views or likes. Our strategy needed to do the work of qualifying interested parties so Vanguard didn’t have to. Our strategic tactics generated more than 30 highly qualified leads, and one phone ringing off the hook.
The results
Our social campaign directly led to the enrollment of 4 new students who joined mid-year, increasing this small wonderful community of 17 students by 24%, delivering a lifetime value to Vanguard of $296,000.
That investment has been amazing, and now I have all new problems! … It has just made a tremendous difference in the business.
Elizabeth B
Vanguard Gifted Academy