55 enrollment leads.
$28 each. $12,000 per year.
A private early education school needed to fill classrooms. Inconsistent social presence, low local engagement, and no paid strategy meant parents weren't finding them. In 90 days, a focused social media and Meta ad strategy generated 55 confirmed enrollment leads at $28.48 each, against a revenue value of $12,000 per enrolled student per year.
Empty seats are lost revenue. The school needed parents to find them.
The school had real differentiators, a bilingual curriculum, nutritious meals, a warm and structured learning environment. But none of it was reaching local parents. Their social media presence was inconsistent: sporadic posting, low engagement, and no content strategy built around what parents actually care about when choosing a school for their child.
Without a paid strategy, discovery was essentially left to chance. In a competitive local market where parents are actively searching for preschool options, being invisible is the same as not existing.
The goal was to get the right content in front of local parents ages 25 to 44, build enough trust to earn an inquiry, and generate confirmed enrollment leads at a cost that made financial sense relative to the revenue each enrolled student represents.
What We Found
- Inconsistent posting schedule with no content strategy or editorial calendar
- Low engagement from the local parent community despite strong differentiators
- Bilingual curriculum and nutritious meals not being communicated to prospective families
- No paid social strategy in place to drive enrollment inquiries
- No system for converting social interest into confirmed leads
How we tackled it, step by step.
Content Strategy Built Around What Parents Care About
Identified four content pillars, bilingual learning, nutrition, VPK programming, and behind-the-scenes school life, and built an editorial calendar around them. Every piece of content was designed to answer the questions parents ask when choosing a school: Is it safe? Is it nurturing? Will my child learn? Do other parents trust it?
Short-Form Video: 1,300% More Reels Published
Published 16 Reels in 90 days, a 1,300% increase over the prior period. Short-form video consistently outperformed static content in reach and engagement, particularly with the 25 to 44 parent demographic. Formats included day-in-the-life content, teacher spotlights, and meal and curriculum features.
Community Management: Real-Time Engagement
Implemented a fast-response protocol for DMs and comments to build trust and signal to the algorithm that the account was active and engaged. Used localized hashtag strategy to increase discoverability within the Gainesville, FL parent community.
Targeted Meta Ad Campaign for Enrollment Leads
Built and launched a geo-targeted Meta ad campaign aimed at parents ages 25 to 44 within a defined radius of the school. Optimized for lead form submissions rather than clicks or impressions, so every conversion was a confirmed enrollment inquiry with contact information, not just a website visit.
$1,566 in ad spend.
One enrolled student pays it back entirely.
Cost per confirmed lead
At $12,000 in annual tuition per enrolled student, a single enrollment generates more than 7× the entire 90-day ad spend. The school needs less than one conversion to break even. Every additional enrollment is pure return.
| Conversion rate | Students enrolled | Annual tuition revenue | Ad spend | ROI |
|---|---|---|---|---|
| 10% (conservative) | 5 to 6 students | $66,000 | $1,566 | 4,114% |
| 15% (moderate) | 8 students | $99,000 | $1,566 | 6,221% |
| 20% (strong) | 11 students | $132,000 | $1,566 | 8,328% |
| 25% (exceptional) | 14 students | $165,000 | $1,566 | 10,435% |
Break-even requires 0.13 students, less than one enrollment covers the entire campaign. Revenue projections based on annual tuition value only and do not include multi-year enrollment or referrals.
90 days. 55 confirmed leads. A pipeline worth far more than the spend.
Confirmed enrollment leads generated through targeted Meta ads in 90 days
$28.48 cost per lead
Facebook follower growth, from 36 to 240 followers in 90 days
66K+ organic impressions
Above industry average engagement on both Instagram and Facebook
Instagram 7.4% vs. 1.5 to 2.5% avg
The ad campaign generated 55 confirmed leads at a total spend of $1,566.20, $28.48 per lead. At $12,000 in annual tuition per student, a single enrollment more than covers the entire campaign. The school doesn't need all 55 leads to convert. It needs a fraction of them.
Beyond the ads, the organic results were equally strong. Facebook followers grew 566%. Both platforms outperformed industry engagement benchmarks by 3 to 4 times. The content library built during this engagement continues to drive organic reach and community trust.
This success didn't happen by accident. Strategic content that educated and inspired parents. Localized storytelling that resonated with the community and drove parents to engage and share to their audience. Consistent execution combined with targeted ads that generated real, confirmed leads. When the math works this clearly, the question isn't whether to invest in strategic marketing. It's whether you can afford not to.
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