Goal of the campaign :- Generate quality admission enquiries for Mount Litera Zee School and Kidzee Rampur by targeting specific parent personas with relevant Meta Ads, dedicated landing pages and persona-based creative communication.
This campaign focused on lead generation for schools through a structured admission enquiry journey.
Challenges
Our Solution
| Target Audience | School | Parent Persona | Location |
|---|---|---|---|
| Kidzee Rampur | First-Time Parents | Rampur & Nearby Areas | |
| Mount Litera Zee School Rampur | Academically Anxious Parents | Rampur & Nearby Areas |
The in-house CRM functioned as a lead management system for tracking and following up on admission enquiries.
Persona-Based Campaign Strategy
Two separate lead generation campaigns were created to address the specific concerns of each school's target parent segment.
Kidzee – First-Time Parents
Communication focused on concerns around a child's first school experience, care, learning environment and overall development.
Mount Litera Zee School – Academically Anxious Parents
Communication focused on academic development, learning outcomes, teaching approach and the child's future growth.
Creative Angles Used
Creative Formats
Dedicated landing pages were created for each campaign and aligned with the respective parent persona.
This ensured that the message parents saw in the advertisement continued through the landing page and lead form.
From Ad to Admission Enquiry
Meta Ads → Persona-Specific Landing Page → Lead Capture → CRM → School Follow-Up → School Visit → Admission
Meta Ads
↓
Persona-Specific Landing Page
↓
Lead Capture
↓
CRM
↓
School Follow-Up
↓
School Visit
↓
Admission
Leads generated from both campaigns were captured and tracked through the CRM for follow-up by the respective school teams.
New Lead → Contacted → Interested → School Visit → Admission Done
New Lead
↓
Contacted
↓
Interested
↓
School Visit
↓
Admission Done
Phase 1
Persona-Based Campaign Testing
Launched separate campaigns for First-Time Parents and Academically Anxious Parents.
Phase 2
Creative Testing
Tested multiple image and video creatives across different pain-point, aspiration, testimonial and day-in-the-life angles.
Phase 3
Performance Optimisation
Identified better-performing creatives and messaging based on lead generation performance and continued optimisation accordingly.
The Ads Manager data provided shows the combined performance of the two campaigns:
| Metric | Result |
|---|---|
| Leads Generated | 275+ |
| Reach | 300,557 |
| Impressions | 841,943 |
| CTR | 1.4% |
| CPM | ₹50-₹70 |
| CPL | ₹215 |
| Landing Page Conversion Rate | 6.5% |
| Video Hook Rate | 26% |
| Video Hold Rate | 35% |
| Lead to Admission Conversion | 8% |
| Campaign | Leads | CPL |
|---|---|---|
| Kidzee Lead Generation Campaign | 95 | ₹215.41 |
| Mount Litera Zee School Lead Campaign | 185 | ₹210.09 |
Instead of using the same communication for both schools, we built campaigns around specific parent personas—First-Time Parents for Kidzee and Academically Anxious Parents for Mount Litera Zee School.
By matching the parent concern → creative → dedicated landing page → lead journey, we made the campaigns more relevant to the parents we wanted to reach and generate admission enquiries for each school.
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