Youth Camp Enjoys Lowest Cost Per Lead with Digital Strategies

In a competitive landscape where arts education thrives, attracting affluent parents with children aged 4 to 18 requires a tailored approach. One arts camp implemented a robust digital marketing strategy to effectively engage potential campers and their families, driving enrollment through innovative advertising

The Challenge: Capturing Interest in the Arts

With a focus on reaching families in upscale zip codes, the camp sought to appeal to parents interested in the arts for their children. The challenge lay in communicating the camp's unique offerings while navigating the competitive environment of youth programs

Strategic Approach: A Comprehensive Digital Campaign

To achieve their goals, we designed an all-encompassing marketing strategy that leveraged various digital channels

1. Targeted Audience Segmentation:Our campaign was meticulously crafted to attract affluent parents interested in arts education. Social targeting included categories such as Parenting, Performing Arts, Musical Theatre, Theatre, and Dance. Meanwhile, display, native, and video ads focused on behavioral categories like Youth Camps, Broadway & Musical Theater, Arts Education, Music Education & Instruction, and Drawing & Painting.
2. Utilizing Keywords and AI:To enhance discoverability, we employed keyword targeting with phrases like "Art Camp for Kids" and "Acting Camp." Artificial Intelligence was also integrated into the campaign to optimize audience reach.
3. Engaging Creative Content:The creative for the campaign emphasized the opportunity for campers to connect with peers who share their passions while enjoying an outdoor environment. The call to action encouraged prospects to “Learn More” about the camp's risk-free enrollment and sign up for a $100 discount. We created a dedicated landing page where interested families could quickly sign up, providing their name, email, and the ad they saw.
4. Adapting to Changing Circumstances:As the COVID-19 pandemic impacted the landscape, our creative strategy adapted to communicate the camp's safety measures, reassuring families about their children's wellbeing.

Impressive Results: Driving Enrollment through Digital Advertising

The results of this year-long campaign were nothing short of remarkable

• 6,033,297 impressions and nearly 40,000 clicks generated a robust response.
• The campaign achieved an overall click-through rate (CTR) of 0.60%, an impressive 8.54 times the national average. Social and video ads performed particularly well.
• The cost per lead was significantly lower through digital channels, with a $3.00 cost per lead from behavioral, AI, keyword, and retargeting strategies. In comparison, social media (Facebook and Instagram) generated leads at $8.00 each, while traditional media methods such as print and out-of-home advertising cost $200 and $900 per lead, respectively.
• In an average summer, 80 to 150 new students attributed their enrollment to Facebook, Instagram, or other digital ads, representing 22% of total new student enrollments.

Conclusion: The Power of Digital Marketing in Arts Education

This success story showcases how a well-executed digital marketing strategy can transform enrollment numbers for educational programs. By strategically targeting affluent families and providing engaging content, the arts camp not only reached but resonated with its audience, proving the effectiveness of digital channels

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions

For more information, email support@vicimediainc.com.