Multi-Channel Advertising
Villa Academy: Open House
To support enrollment goals and increase attendance for Villa Academy's 2025 Open House event, I designed and executed a multi-channel advertising campaign across Meta and Google Ads. The objective was to build broad awareness, drive qualified traffic, and convert high-intent users into event registrations.
My Role
Ad Manager
Tools
Illustrator, Photoshop, Premiere Pro, Meta Ads Manager, Google Ads
Overview
/Challenge
Open House is the school’s most important annual recruitment events, with a narrow promotional window and a highly competitive landscape. The campaign needed to:
Reach families across diverse demographics and neighborhoods
Build enough brand familiarity for users to return and register
Maximize performance on a modest budget
Deliver creative that felt warm, inviting, and mission-aligned
The success criteria: high reach, high engagement, and clear, attributable registrations.
/Solution
I developed a multi-channel ad campaign end-to-end, including:
Creative direction and production for video and static assets
Audience segmentation and ad-set structuring
Budget allocation across Meta and Google
Ongoing optimization and pacing
Performance analysis and reporting
Strategy recommendations for future enrollment cycles
Impact
The campaign was built as a layered funnel:
Meta for Awareness & Traffic
Reels introduced the school’s story and emotional value.
Static Ads reinforced key messages with high clarity and cost efficiency.
This combination allowed us to maximize both reach and affordable landing-page views.
Google Search for Conversions
Search ads captured users demonstrating high intent—families already researching admissions, school options, or upcoming open houses.
Together, these channels created a balanced system: inspire, inform, then convert.
Creative
Reels
Short-form video highlighting the school environment, student life, and the Open House experience. Designed to feel dynamic, warm, and human, optimized for thumb-stopping engagement.
Static Ads
Clean, bright designs focused on the event’s value proposition and clear call-to-action. These assets delivered some of the most cost-efficient traffic in the campaign.
Search Copy
Direct, keyword-rich messaging aligned to user intent, emphasizing clarity, relevance, and next steps.
Short Form Video
Static Creative
Results
261,172 total impressions generated across platforms
3,529 landing page views/clicks
67 confirmed registrations
Reels drove top-tier engagement, while statics delivered traffic at a notably low cost
Google Ads effectively closed the loop by converting high-intent users
