Promoting a model school through targeted advertising

The agency has already developed a scheme for working with those who want to take the course. It consisted of signing up a child for an audition, after which a manager contacts the parents to inform them of the results and offer to pay for the course. So our goal was to get applications for participation in the casting.

To find potential clients for the school, we decided to launch targeted advertising on Instagram and Facebook. <These social networks have the largest concentration of the client’s target audience – women aged 28-45 with children. In addition, we worked with an audience of teenagers from the age of 13.

We came up with as many offer formats and approaches to the audience as possible to be able to mix them and adjust the result. The creatives emphasized “use your chance” and the fact that any candidate could get a free test shoot. Also, this advertising campaign did not lead to an appointment right away, but offered to take a quiz first.

We developed advertising creatives and texts taking into account the interests of the client’s target audiences. It was important for us to show parents what their child would be like after completing a course at a modeling school – relaxed, confident, and happy.

For teenagers, we focused on demonstrating the benefits of working in the modeling niche.  Participation in shows and shootings already at the very stages of training with further career development. They will appear on the catwalk and take part in photo shoots, combining this with their studies.

The quiz consisted of several questions, which helped to understand the level and goals of the candidates. In turn, the candidates received an assessment, recommendations, and a detailed offer from the school of models. In addition, passing the quest shows a conscious choice and a desire to benefit, which removes the percentage of garbage applications.

What questions were asked in the quiz:

1. How old is your child?

• 3-6
• 7-9
• 10-13
• 13-17

2. What goals do you set for yourself?

• Aesthetic development
• Development of self-presentation and communication skills
• Invitations to projects
• Other (please specify)

3.Does your child have experience in modeling?

• yes
• no

4. Does your child have experience in acting?

• yes
• no

5. Does your child have experience in photo shoots?

• yes
• no

6. What type of training are you considering?

• all year round
• a few months at an intensive course

Then, depending on their experience and goals, the user could receive three answers that motivated them to come to the casting.

We developed new creatives and an approach to the audience every week for a month. At the end of the campaign, we provided the client with a report with further recommendations.