When a Runcorn primary school needed to attract more children for its next intake, it turned to audioXi. A highly targeted audio advertising campaign put the school’s message in front of local parents, and the response from its open day was a huge success.
The Brief
Victoria Road Primary School faced a potential challenge. With pupil numbers falling and the Local Authority looking at reducing school capacity, a continued decline could have resulted in a consultation process, creating additional uncertainty for the school and its community. It needed to raise awareness among local families and give prospective parents a compelling reason to find out more about what the school had to offer.
Reaching the right people was just as important as reaching a lot of them. The school needed to speak directly to parents in its immediate community and make sure the message landed ahead of its open day.
The Execution
The campaign ran exclusively on audioXi, Bauer Media’s digital audio advertising platform. Because audioXi allows precise targeting, every impression could be focused on the people most likely to act:
- Location: a 5 mile radius around the school, keeping the message local
- Audience: adults aged 25 to 54, the age group most likely to include parents of primary school children
- Format: carefully crafted audio creative designed to cut through and stay with listeners
This approach meant the school’s budget worked hard. Rather than broadcasting widely, the campaign concentrated on the families who could realistically join the school.
Have a listen to the audio:
The Results: Full Marks
The school rated the experience five stars, and its feedback says it all:
“Straightforward, friendly and a fab little advert that sounds like us. The team listened to our requirements and delivered.”
Victoria Road Primary
★★★★★ Five-star feedback from the client for our service.
For a school with a clear goal and a local audience to win over, a simple process and an advert that reflected its brief made all the difference.
Summary
This campaign worked because it combined a clear purpose with precise targeting. By focusing on a 5 mile radius and an audience of 25 to 54 year olds, the school reached the parents who mattered most, and the audio gave them a reason to attend the open day and see the school for themselves.
For any local organisation that needs to reach a specific community, it shows what audioXi can do.
Need to reach a local audience that matters?
Whether you’re promoting an open day, an event or a new opening, audioXi lets you target the right people in the right place. Get in touch with our team today to find out how we can help your message reach the people who matter most.