Hundreds of leads for a growing educational institution
300+
MQLs in 4-month period
28%
Conversion rates
3
Campuses merged into one digital ecosystem
Challenge
As a top-tier Jacksonville private school, ESJ needed to:
- Unify digital presence across 3 acquired campuses with 500+ pages of legacy content.
- Attract relocating families post-COVID, leveraging Jacksonville’s migration trends.
- Modernize parent/student engagement with real-time tools.
Solution
BroadBased built a modular, data-driven enrollment system designed to adapt to market shifts:
- Future-Proof Website Architecture
- Streamlined 500+ pages into intuitive hubs (Academics, Admissions, Campus Life) with student journey mapping to guide families.
- Responsive design prioritized mobile usability—critical for 67% of parent research done on phones.
- Relocation-Targeted Lead Generation
- Geo-Funnel Campaigns: Paid social/Google Ads targeted families in high-migration zip codes (e.g., NY, CA) with localized testimonials.
- Lead Nurturing: Automated email sequences (open rate: 38%) highlighted Jacksonville quality-of-life data alongside academic outcomes.
- Unified Parent Experience
- Custom mobile app consolidated notifications, forms, and events—reducing staff workload by 20 hours/week.
- AI Chatbot handled 45% of routine admissions queries, freeing staff for high-touch interactions.
Results
- 300+ MQLs in 4 months (2024 campaign)
- 28% conversion to applications
- Acquisition Integration: 3 campuses merged seamlessly into one brand ecosystem.
Key Insights
- Mobile app adoption reached 92% of families within 6 months.
- Relocating families now comprise 40% of new enrollments (vs. 12% pre-2020).
