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My First Skool Case Study: A Journey to Digital Lead Generation

My First Skool Case Study: A Journey to Digital Lead Generation

Stella Gradiana
February 10, 2024

With over 1,600 childcare centers and nearly 380 kindergartens dispersed across the nation, the landscape of preschool education is notably vibrant and competitive. Amidst this bustling environment, My First Skool stands out as a beacon of excellence, owing much of its success to its emphasis on fostering strong relationships with both parents and students. Despite already occupying a prominent position in the field, the institution is far from complacent, continually striving for growth and innovation.


In its pursuit of excellence, My First Skool has forged strategic partnerships to further enhance its reach and effectiveness. Collaborating with KPI Media, the institution has successfully increased its lead generation by a staggering 100%, demonstrating its adeptness at leveraging external resources to drive growth. Furthermore, by optimizing its marketing strategies, My First Skool has managed to significantly reduce its cost per lead by up to 35%, maximizing its budget effectiveness and ensuring that resources are allocated efficiently.


My First Skool: Build Relationships That Make A Difference


At the heart of My First Skool lies a profound commitment to building relationships that make a difference in the lives of children and their families. The very essence of the name "My First Skool" encapsulates this ethos - it signifies not just a place of early education but a nurturing home where children can flourish. Drawing an analogy to the growth of a seed, My First Skool centers are envisioned as fertile grounds where children are provided with the essential care, guidance, and support they need to thrive. Just as a seed requires the right environment and nourishment to grow into a strong and resilient plant, My First Skool centers are staffed with dedicated and caring educators who serve as trusted mentors for the children under their care. These teachers are not only passionate about their roles but are also committed to providing a nurturing and stimulating environment where children can develop the skills and confidence they need to navigate the world around them.

As children progress through their formative years at My First Skool, they are empowered to become confident and adaptable individuals, much like seedlings sprouting fresh leaves from the ground. This analogy speaks to the transformative journey that children undergo during their time at My First Skool, where they are encouraged to explore, learn, and grow at their own pace


What sets My First Skool apart from other pre-school is its unwavering commitment to nurturing connections within its community. Recognizing the pivotal role that parents play in their children's educational journey, the institution places a significant emphasis on forging collaborative partnerships with parents. By fostering open communication channels and actively involving parents in their child's learning process, My First Skool cultivates a supportive environment that extends beyond the classroom.


Moreover, the institution's dedication to student-centered education is evident in its personalized approach to learning. Understanding that each child is unique, My First Skool tailors its curriculum to cater to the individual needs and interests of every student, ensuring that they receive a holistic and enriching educational experience.


Challenge: Ineffective Mix-channels Digital Advertising


Through meticulous analysis, it was discovered that certain channels were significantly underperforming in terms of lead generation and cost-effectiveness. In some cases, channels that consumed a sizable portion of the budget were yielding minimal returns in terms of leads generated. This discrepancy underscored the importance of strategic budget allocation and the need to prioritize channels that demonstrated higher efficacy in reaching and engaging the target audience.


Armed with these insights, KPI Media collaborated with My First Skool to take decisive action to reallocate resources and optimize the digital advertising strategy. This involved reallocating budget towards channels that showed greater potential for lead generation and cost-effectiveness while scaling back investment in underperforming channels. Additionally, we implemented measures to refine targeting parameters, enhance ad creatives, and optimize bidding strategies to maximize the impact of each advertising dollar spent.


Moving forward, we remain committed to continuously monitoring and optimizing the digital advertising efforts to adapt to evolving market dynamics and consumer behaviors. By leveraging data-driven insights and adopting a proactive approach to campaign management, the institution aims to sustainably drive growth, expand its reach, and strengthen its position as a leader in early childhood education.

Optimizing Lead Generation Through PMax Campaign & Meta Ads

KPI Media's success story in optimizing lead generation through PMax campaigns and Meta Ads exemplifies a strategic approach to digital advertising that yielded impressive results. At the core of their strategy was a keen focus on identifying key channels and refining ad copies and creatives in alignment with contemporary advertising best practices.

Launching PMAX campaigns

One pivotal element of KPI Media's approach was the strategic implementation of PMax campaigns. Recognizing the untapped potential of this advertising format, we leveraged PMax campaigns to maximize reach and enhance lead performance. Through meticulous optimization of creatives and targeting parameters, we achieved a remarkable uptick in lead generation metrics, accompanied by notable improvements in cost per lead (CPL) metrics.

By capitalizing on the unique features and capabilities of PMax campaigns, we were able to unlock new avenues for engagement and conversion. These campaigns enabled them to amplify the visibility of their ads, ensuring they reached a wider and more targeted audience segment. Moreover, by fine-tuning targeting criteria and crafting compelling ad creatives, KPI Media succeeded in capturing the attention and interest of potential leads, driving higher levels of engagement and ultimately facilitating greater conversion rates.

Enhancing Ad Engagement

In the realm of digital advertising, the ability to connect with the target audience on a personal level is paramount, and KPI Media as a digital advertising agency in Singapore recognized this significance by placing a strong emphasis on personalization. Through the implementation of customized and personalized ad copies, we effectively cultivated a resonance with families actively seeking early childhood education opportunities. This personalized approach proved instrumental in driving increased ad engagement and eliciting higher click-through rates, as it allowed us to tailor their messaging to address the specific needs, concerns, and aspirations of their target demographic.

Moreover,ourΒ  commitment to enhancing ad engagement extended beyond mere personalization, encompassing strategic efforts to optimize the quality score on Google Search. By focusing on improving the quality scoreβ€”a metric that evaluates the relevance and performance of adsβ€”we were able to attain higher ad rankings, thereby bolstering ad visibility and prominence on search engine results pages (SERPs). This strategic maneuver not only enhanced the overall effectiveness of the search engine marketing (SEM) campaigns but also yielded tangible benefits in terms of reduced cost per lead (CPL) and increased exposure to prospective leads actively searching for early childhood education solutions.

The optimization of quality scores not only elevated the visibility and prominence of My First Skool's ads but also contributed to a cascading effect, resulting in a higher volume of website traffic and improved lead generation from SEM campaigns. As this pre-school ads attained higher rankings and garnered greater visibility on SERPs, they captured the attention of a broader audience segment, driving increased traffic to their website and amplifying the effectiveness of their lead generation efforts. This virtuous cycle of enhanced visibility, increased traffic, and improved lead generation underscored the significance of strategic quality score optimization as a catalyst for driving tangible outcomes in the digital advertising endeavours.

Creative Best Practices

In addition to their proficiency in PMax campaigns and Google Search, we also demonstrated adeptness in harnessing the power of Meta Ads to augment their lead generation efforts. Meta Ads, with their expansive reach and advanced targeting capabilities, provided us with a robust platform to connect with their target audience across various touchpoints in the digital landscape. Through strategic ad placements and tailored messaging, we were able to effectively capture the attention of potential leads and guide them through the conversion funnel with precision and efficiency.

For My First Skool, we implemented a robust testing framework to experiment with different offers and messaging strategies, allowing us to gain valuable insights into what resonated most with their target audience. By continuously testing and iterating upon their creative elements, we were able to refine their approach over time, honing in on the most effective messaging strategies to drive engagement and conversion. This iterative approach not only facilitated greater alignment with the target audience's needs and preferences but also enabledMy First Skool to stay ahead of evolving trends and market dynamics.

Beyond crafting compelling ad creatives, we recognized the importance of closely monitoring campaign performance and optimizing based on data analysis. Their team maintained a vigilant eye on campaign metrics and performance indicators, leveraging data-driven insights to inform strategic decision-making and drive continuous improvement. Through comprehensive data analysis, we were able to identify areas of opportunity and implement targeted optimizations to maximize campaign effectiveness and efficiency.

Results Speak Loud

The strategic initiatives undertaken for My First Skool, in collaboration with our digital advertising efforts, yielded remarkable results, substantiating the efficacy of our approach in achieving tangible business outcomes. Over the course of three consecutive quarters, the concerted efforts led to sustained improvements in the cost per lead (CPL), underscoring the effectiveness of the implemented strategies. Key highlights of the achieved results include:

  1. A doubling in the volume of unique leads served as a testament to the success of our targeted campaigns and strategic optimizations. This significant increase in lead volume indicated the resonance of our messaging and the effectiveness of our approach in attracting and engaging the desired audience segment.
  1. Impressive 35% reduction in CPL compared to the corresponding period in the previous year. This substantial improvement underscored the efficacy of our strategy in optimizing budget allocation and generating leads in a more cost-efficient manner. By meticulously refining targeting parameters, optimizing ad creatives, and leveraging data-driven insights, we were able to achieve notable cost savings while simultaneously maximizing lead generation.

The comprehensive analysis of the campaign's performance revealed that the implemented optimizations played a pivotal role in driving the observed outcomes. By harnessing the capabilities of PMAX campaigns, enhancing ad engagement through personalized messaging, and improving the overall effectiveness of our creatives, My First Skool experienced substantial growth in lead generation, accompanied by a notable reduction in CPL. These findings underscored the importance of a holistic and data-driven approach to digital advertising, wherein strategic optimizations and continuous refinement are key drivers of success.

Our partnership with My First Skool serves as a compelling illustration of the transformative impact of strategic digital advertising in achieving business objectives and fostering meaningful connections with the target audience. Through a collaborative effort focused on continuous optimization and a commitment to data-driven decision-making, we successfully positioned My First Skool as a premier choice for families seeking exceptional early childhood education opportunities. Moving forward, we remain dedicated to building upon these achievements and further driving growth and success for our partners through innovative and results-driven digital advertising strategies.

Enhancing the Effectiveness of the Digital Advertising For Your Education Business with KPI Media


Enhancing the effectiveness of digital advertising for your education business is paramount in today's competitive landscape, and partnering with KPI Media can provide invaluable insights and strategies to achieve your goals. With a wealth of experience and expertise in digital marketing, KPI Media is dedicated to maximizing the impact of your advertising efforts by leveraging innovative techniques, optimizing ad campaigns, and delivering tangible results. Whether it's through targeted audience segmentation, personalized messaging, or strategic budget allocation, KPI Media works closely with your team to tailor a customized digital advertising strategy that resonates with your target audience and drives meaningful engagement and conversions. By harnessing the power of data-driven insights and cutting-edge technologies, KPI Media empowers your education business to reach new heights of success in the digital realm. Book a free growth consultation with our Chief Growth Officer now and embark on the path to heightened engagement and unparalleled success.


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