Instructional Coaching Conference

Paid Social Media Campaign

Goal: Increase awareness of the Instructional Coaching Conference (ICC) and drive prospective attendees to the ICC website to register.

Strategy: Launch a two-week Meta campaign targeting instructional coaches, principals, and other educators, using varied messaging and creative to test value propositions and optimize clicks and engagement.

Video Concept

I partnered with our video team to create a high-energy video using footage from the previous year’s conference, giving prospective attendees a glimpse of the experience and building excitement.

Targeting

Because ICC attracts educators from across the country, we targeted instructional coaches, curriculum leaders, principals, and other education professionals nationwide with a budget of $300.

I developed several primary text variations and headline options, highlighting different reasons to attend, from 30+ sessions and coaching strategies to a live coaching demonstration by Dr. Jim Knight. This gave Meta multiple messaging combinations to serve based on audience response.

Results

  • 36,305 people reached 
  • 1,718 link clicks
  • $0.17 cost per link click: 78% below the $0.79 education benchmark
  • 3.49% link CTR: nearly 3× the 1.20% education benchmark
  • 189 reactions, 13 shares, 9 saves, and 4 comments
  • 31 registrations