Reconnecting With Ed-Cons Through Email Campaigns

Reconnecting With Ed-Cons Through Email Campaigns

Key results

55% Email Open Rate

2% Email Click-Through Rate

Virtual Q&A Sessions

Summary

With recent staff and school software tool changes, The White Mountain School lost touch with many education consultants who successfully worked with the school in the past. The school needed to get back in touch with education consultants & introduce them to the newly expanded academic programs and co-curricular offerings in the hopes of increasing their inquiry numbers.

LocationBethlehem, New Hampshire

Cooperation period2022 - 2024

Industry

Education

ClientThe White Mountain School

Services used

Marketing Strategy

Email Marketing

Creative

Notable Impacts:

55% Email Campaign Open Rate

Katava Marketing helped The White Mountain School clean up their CRM system. With a data-driven email marketing strategy targeting their education consultants network, Katava Marketing helped deliver a successful email campaign with an average open rate of 55% (compared to the industry standard of 28%).

2% Click-Through Rate

Katava Marketing helped re-design the e-newsletter templates to be more mobile-friendly and engaging. The goal of this email marketing campaign was to promote virtual Q&A sessions with education consultants to reconnect with White Mountain — resulting in a 2% click-through rate leading educational consultants to register for the virtual Q&A sessions.

Impactful Virtual Q&A Sessions

The email marketing campaign successfully got education consultants interested in reconnecting with The White Mountain School’s admissions team through virtual Q&A sessions — averaging 15 ed-cons attending each session.

Challenges & Goals:

Re-Introducing White Mountain

The White Mountain School focused their post-COVID efforts on advancing the health and safety measures of their campus, as well as adjusting the curriculum to align with the future vision of the school. Eager to re-introduce the school’s curriculum and student life, The White Mountain School’s key marketing goals were:

Updating messaging and promoting new academic programs and student life offerings on the website and social media
Crafting a communication strategy focused on rebuilding relationships with trusted ed-cons within their network
Organizing their email database with proper audience list segmentation and automation to ensure the right message gets to the right people
Refreshing the email newsletter & landing page design for a more engaging, exciting and welcome experience for ed-cons and families

The Findings:

Through feedback surveys and marketing research, Katava Marketing determined the best and preferred methods — along with proper timing of communication — with Ed-Cons.

Website & email analytics uncovered the best ways to increase open rate & click-through rate of emails to Ed-Cons, as well as how to optimize landing pages.

Surveys also uncovered a series of virtual Q&A sessions that are an accessible way for Ed-Cons to get to know schools & their offerings.

Based on findings we helped the client to modify the messaging and craft a communication strategy designed to increase engagement with a very specific audience.

About The White Mountain School

Located in Bethlehem, New Hampshire, The White Mountain School is a co-educational, gender-inclusive, college-preparatory boarding and day school serving middle and high school students for the past 138 years.

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