Anchor Lutheran School is a private school based in Anchorage, Alaska. It has been partnering with local families to meet the day-care, preschool, and K-8 needs of children in a Christian environment for more than 30 years. It’s committed to providing quality education that will enable students to become lifelong learners and successful adults with strong personal values.
The Marketing Challenge
The client wanted a short video to promote their school in time for their annual auction. They needed something that communicated who they are, what they do, and what differentiates them from other schools in the area. Anchor Lutheran School is known among their families for a culture of kindness, creating well-rounded individuals through a robust curriculum and plentiful extra-curricular and sports activities, and investing in the involvement of families in their child’s education.
How We Got Results
We decided that the best way to capture everything that Anchor Lutheran School represents was to put together a montage of shots showing all the things that make it special. We focused on the extra-curricular activities and interactions between students and teachers as much as possible. This was overlaid with strong, emotional words, that capture the school’s spirit. We wanted to emphasize that this is a place where kids thrive! The music we chose was light and energetic, which ties it all together and adds an emotionally-stirring element.
We posted and boosted the video on social media. At a budget of $200, we achieved 20,930 impressions, a reach of 7,170, and 346 clicks. Our cost per click (CPC) was $0.58, 45.3% less than the national average for the education industry, which is $1.06. Our CTR was 1.65%, 226% higher than the national average for the education industry, which is 0.73%. Our video went above and beyond to meet the client’s goals, well exceeding their expectations. Most importantly, the school board, teachers, parents, and students absolutely loved the video! Anchor Lutheran School also received many positive comments from their attendees when they played the video at the auction.
“This video is full of energy and it goes straight to the heart of what Anchor Lutheran School is all about. You can’t help but smile as you watch the kids interact with each other and learn new things, while the music leaves you energized and wanting more. Our strategy was inspired by big brands like Nike, who create content that highlights human flourishing. It’s impossible to resist.”
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