Reaching ideal audience with an innovative Google Search strategy

Pioneer Academy, an independent college-prep school for grades Pre-K through 12, looked to increase student enrollments and brand awareness. They approached Mason Interactive to launch a results-driven Google Search strategy.

125%

YoY growth in inquiries

4

enrolled students in the first six months

182%

ROI

The goal

Increase brand awareness, leads and enrollments in a highly competitive and niche market.

The solution

Mason Interactive spent a day on campus to get a true Open House experience. The team discovered that most students’ parents are diplomats, doctors or C-suite executives and the decision makers are often females. Most importantly, they learned why parents have chosen Pioneer Academy. These real-life insights were brought into the overall strategy, with advanced bidding strategies to prioritize the right household income, demographic and geographic audiences.

The results

During the first 6 months, this customized strategy combined with newly tailored ad copy value propositions, additional remarketing and Custom Intent Audiences brought 125% increase in inquiries. As a result, Pioneer Academy enrolled 4 new students driving an estimated $63,000 in revenue from the first semester. With their extensive integration, collaboration and customized strategy, Mason Interactive and Pioneer Academy drove a 182% ROI.

Google Search has provided us the opportunity to increase inquiries and brand exposure by putting our school in front of the right audience. It allowed us to be more at ease in terms of ensuring that we do all that we can to maximize the number of new applicants and reach our goals.

Monica BajraktarevicVP, Dean of Student & Director of Enrollment, Pioneer Academy