In June 2025, HypeX Digital ran a four-day Meta campaign to boost enrollment at a Leading International School’s new campus. With an Ad budget of LKR 31,000, we generated 111 raw leads and converted 61 (55%) into high-intent prospects in 4 days. This case study analyzes our approach, benchmarks results against industry averages, and outlines actionable recommendations to lower costs and raise enrollment conversions.
Introduction: Setting the Stage
Subject: The International School partnered with HypeX Digital to increase local awareness and drive enrollments for children aged 0–2 at its Pre-School campus.
Problem: Parents were spending excessive time commuting, unaware of School’s nearby facility, resulting in underbooked trial classes and wasted ad spend.
Purpose & Scope: Evaluate the campaign’s effectiveness in generating quality leads and enrollments, compare against industry benchmarks (CPC, CPL), and recommend optimizations.
Structure: Background → Analysis (SWOT) → Solutions → Recommendations → Conclusion.
Background: Painting a Detailed Picture
Campus Launch: Battaramulla site opened with limited local marketing; initial footfall was below projections.
Market Context: Urban commute averages 45+ minutes; 70%+ of parents (21–45 yrs) in Sri Lanka are active on Meta platforms daily.
Target Audience: Parents of infants/toddlers (0–24 months), interested in Montessori education and early-childhood care, within target radius.
Client KPI: Raw leads, high-intent conversions, and actual enrollments from trial bookings.
Analysis: The Heart of the Matter
SWOT Analysis
| Strengths | Weaknesses |
|---|---|
| Precise geo-targeting around campus | 23 s video had steep drop-off rates |
| Competitive cost-per-click (LKR 47) | Voiceover + image sliders underperformed |
| Rapid lead volume (111 raw) | Manual follow-up delayed conversions |
| Opportunities | Threats |
|---|---|
| Retarget 50%+ video watchers | Nearby competitors with established brands |
| A/B test 15 s captioned videos | A/B test 15-second captioned videos |
| Automate WhatsApp/SMS reminders | Ad fatigue if the creative is not refreshed |
Key Metrics
| Metric | School Result | Industry Avg |
|---|---|---|
| Cost per Click (CPC) | LKR 47.42 | LKR 196 (USD 1.06) |
| Cost per Lead (CPL) | LKR 279 | LKR 3,456 (USD 18.68 CPA) |
| Raw Leads | 111 | — |
| High-Intent Leads | 61 (55%) | 25–35% lead-to-intent typical |
| Actual Enrollments | 42 (69% of intent) | — |
Proposed Solutions/Alternatives
15-Second Captioned Video
Pros: Improves completion by 30–40%; reads well on mute.
Cons: Requires quick, creative turnaround.
Lookalike Audience Expansion
Pros: Scales profiles of high-intent parents.
Cons: Potentially wider radius dilutes local focus.
Automated Follow-Up Flow
Pros: WhatsApp/SMS within 5 minutes boosts show rates by 40%.
Cons: Integration setup time.
Geo-Fenced “Book Now” Micro-Campaign
Pros: Ultra-local push within 2 km, high relevance.
Cons: Smaller audience cap.
Recommendations: The Path Forward
Implement a 15s caption-only cut to boost full-view rates toward 10–12%.
Automate immediate WhatsApp/SMS reminders for every form submission.
Retarget users who watched ≥ 50% of the video with a “Secure Your Spot” offer.
Expand lookalikes of the 61 high-intent leads, keeping radius ≤5 km.
Implementation Timeline
| Step | Timing | HypeX Team |
|---|---|---|
| Edit & caption 15 s video | Day 1–2 | Creative Team |
| Build Initial Lead Response automation | Day 1–3 | Ops & CRM Team |
| Launch retarget & lookalike tests | Day 4 | Ad Ops |
| Monitor & optimize | Day 5–8 | Analytics Team |
| Scale winning variants | Day 9+ | Growth Team |
Conclusion: Tying It All Together
HypeX Digital’s four-day Meta campaign delivered 111 raw leads and 61 high-intent leads at an efficient LKR 279 CPL, well below industry CPA benchmarks (LKR 3,456) and with a competitive CPC (LKR 47 vs. LKR 196). By adopting shorter, captioned videos, automating follow-up, and retargeting engaged viewers, School can convert more leads into actual enrollments and maximize ROI on every LKR invested.
