Zing · Helping schools turn campaign interest into visits

The school’s problem

A school could invest in social graphics, brochures, emails and enrolment materials, then direct an interested family to a page that gave them little reason to take the next step. The website had to carry that interest forward. For the school, a useful next step might be a visit booking or an enquiry that its team could follow up.

Our team approached schools with proposed layouts. My role was to turn the campaign and its content into responsive pages, organise the information with copywriters and make the next action clear. The schools were our clients. Parents were the people those pages needed to reach.

What changed on the page

We restructured content around the objections a school needed to address. We added parent video testimonials to bring an existing family’s experience into the page. That gave the school another way to explain its value alongside its own description of the offer.

We also introduced visit-booking calls to action and enquiry forms. Those actions served different levels of readiness. A family ready to see the school could arrange a visit. A family with an outstanding question could contact the school and give its team an opportunity to continue the conversation.

Connecting the campaign to the school’s team

I worked across landing pages, email designs, brochures and other campaign materials. The website was the point where a family could act on the message it had seen elsewhere. On the web side, my contribution included both the page and the mechanism for contacting the school.

How I describe the outcome

In 2021 the sales team reported a 35% enrolment increase for one school campaign I worked on. That was a campaign-level figure reported to me. My own deliverables were the website changes and supporting campaign materials. The figure belongs with that wider effort, alongside the specific work a reviewer can inspect here.