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Sheffield High School for Girls

Sheffield High School for Girls


About Sheffield High School for Girls

Sheffield High School for Girl is the leading independent girls’ school in South Yorkshire, educating girls from 4-18.

Based on an eight acre site in the heart of Broomhill, Sheffield, the school campus makes use of the beautiful Victorian buildings that are characteristic of the area to house the Infants, Juniors, Senior school and Sixth Form, as well as an on-site gym, AstroTurf hockey pitch, sports hall, music rooms and cookery room.

Sheffield Girls’ focus is to provide an all-round education for girls, developing academic performance as well as life skills to produce confident and resilient young women.

 

The Challenge

Sheffield Girls’ has been subject to increased competitive pressure over recent years, as competitors increase marketing efforts in a bid to secure available education spend.

With low online visibility, alongside a Facebook profile with a limited number of engaged followers, Sheffield Girls’ were looking for new ways to reach their target audiences.

A traditional industry, marketing spend has predominantly been focused in local print publications, with little new media investment. In line with an objective of changing perceptions of the school, alongside the swing in media consumption to online media by the school’s predominant target audience – parents of school age children – a test bed of social media activity was investigated.

U Social Media were brought on board on a test basis, to assist with Facebook advertising campaigns as a method to achieve increased awareness and engagement, as well as to deliver new enquiries for the upcoming school terms. Additional objectives were to provide the local community with a better understanding of private education, and highlight the differences between private and state school, in a modern way.

 

Overview

Over a six month period, U Social Media managed Facebook advertising campaigns on behalf of Sheffield Girls’, with fantastic results.

We began by ensuring a true understanding of Sheffield Girls’ objectives, the key benefits of the school, and any key messaging levers.

We then built Facebook advertising audiences based on our understanding of the key demographics, interests and behaviours of our target audiences, which we then optimised with each campaign and updated in line with the target demographic to ensure the best possible return.

Where possible, for campaigns managed by U Social Media, we use multiple messaging and image options to then monitor and analyse results as the campaigns progress. This allows us to focus on the best performing posts and reduce wastage from less well performing elements. Using this method we ensured the optimal return for these campaigns, as evidenced by our results.

 

The Results

Within six months, and a test ad spend budget of £615, U Social Media were able to deliver:

  • 214% increase in Open Morning attendance, resulting in at least one new Junior school starter and significant ROI
  • Over 6,000 post engagements, comprising Likes, Shares, website clicks and video views
  • Targeted awareness of Open Days and perception changing content to over 160,000 highly relevant web users
  • A Cost Per Result (CPR) of £0.10 per engagement
  • CPM (Cost per 1,000 Impressions – Reach) of £3.92

Working with U Social Media to develop our online marketing has been like having an extension to our team.
Their in depth knowledge of all things digital, and their ability to explain it in plain English has made the process of moving our advertising onto this channel very smooth.
We have had a presence on social media for a while but there was a general feeling we weren’t using it to its full potential, but we didn’t have the knowledge or expertise in house to develop it any further.

U Social Media took the time to develop a clear understanding of our organisation and the sector we operate in to ensure they could make recommendations and design effective campaigns.
We have been delighted with the results, on a relatively small budget and will continue to develop our social media campaigns with U Social Media over the coming months.
Marketing Director, Sheffield High School for Girls


Contact Us

To find out more about how Facebook Advertising, or our social media and digital marketing strategy services, can help your business to grow, contact us today on 0800 112 3605, or email info@usocialmedia.co.uk.

 

We look forward to helping your business to grow.

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