Summer Counselor Seminar

Video Marketing Campaign

Goal: Increase attendance at ESC Region 13’s Summer Counselor Seminar

Challenge: COVID-19 meant we had to pivot to provide the seminar online instead of in person

Strategy: Target counselors with a video Facebook ad, in addition to our existing email and organic social campaign

Targeting

Because the seminar would now take place online, anyone in Texas could easily attend. I built an audience of counselors in the state, and we had a small budget of $100 to utilize. The goal was to maximize landing page views for the seminar.

Video Concept

Based on data from previous campaigns, I wanted a short, eye-catching video that used minimal text. My vision was to show a web of connection between people, using the bright colors from the Region 13 Counselor logo.

I worked with the video team to bring this vision to life. Then I created the copy for the Facebook ads.

Results

  • Facebook ad CTR of 1.47% (well above the industry average for education at 0.73%)
  • 366 participants (a 49% increase in attendance from the year before)