SFC knew they needed to invest in content to attract prospective families to the advantages of private Christian education, nurture them with the school’s mission and values, and evangelize their current families.
With tuition ranging from close to $14,000 to over $21,000 annually, families need to be sure their children will have the absolute best access to a quality faith-based education experience possible.
SFC has a small team of dedicated marketing professionals who, like most businesses, wear many hats in their day-to-day. Said Dawn Saunders, SFC Director of Marketing Communications, “I tried to do inbound myself and realized that I was so short-handed. There’s no way that I could do what my brain wanted to do with the resources we had. No matter what I did, even if I hired another inbound professional, we weren’t going to be able to keep up with the content that I wanted to produce.”
Goals and Objectives
We focused on the school’s two most lucrative personas, kindergarten and middle school families. Santa Fe Christian Schools wanted to achieve the following through inbound content marketing efforts:
- Increase in tours booked for kindergarten parents
- Increase in tours booked for families of children entering middle school
- A mechanism to engage and retain current parents
Inbound in Action
Our Beacons Point Strategy team set out to conduct extensive persona research through interviews with current and prospective SFC families to learn about their challenges before SFC, goals for their children’s education, preferred media consumption methods, and research habits.
Using data derived from competitive and persona research, we understood that prospective parents would be attracted to content that specifically addressed the limitations of the public school system and educate them on an alternative.
We created a comprehensive, ungated pillar page to convince curious parents that there is an alternative to public schooling that, through smaller class sizes, increased personalized learning opportunities, etc., would set their children apart.
From there, we learned that these parents see the decision to change their children’s educational direction very seriously, as one would expect. The emotional nature of this “purchase” decision necessitated as much of a “personal touch” as possible throughout the lead nurturing process. For families to learn more about the school and vice versa, we constructed a “Kickoff Questionnaire” that further educates a lead on what specifically SFC can offer, and allows SFC to gain valuable insights into the leads that they can later use to grow the relationship with a family.
With the main traffic driver and lead capture mechanisms set, supporting blog and video content ideated, and automation initiatives planned, the only goal left to address was family retention.
Through our persona research, we learned that it was practically impossible to overshare. Parents wanted to have as much information as possible regarding school events, athletics news, teacher profiles, etc. By producing a steady stream of content aimed at engaging current parents, SFC can keep parents engaged and demonstrate the ROI they’re achieving through their children’s educational experience at SFC. With this in mind, we developed a weekly podcast to dive deeper into parents’ topics of interest. These 20-30 minute episodes would recap a recent missions trip, or interview top-performing students, student-athletes, and coaches. The idea was for parents to not only stay abreast of the happenings in the school but especially dive into what makes SFC a special place, reaffirming their investment with each episode download.