Oakhill Day School Case Study: 41,929 Impressions in 30 Days
Oakhill Day School, an independent school in Gladstone, Missouri, ran a 30-day Facebook and Instagram campaign with Northland City Lifestyle, managed by City Lifestyle, to show local parents how its teachers work together for every student. From November 18 to December 18, 2024, the co-branded ads earned 41,929 impressions, 932 clicks and a 2.22% click-through rate, reaching parents within 15 miles of Gladstone an average of 2.29 times each.
- ClientOakhill Day School
- IndustryEducation
- MarketGladstone, Missouri (15-mile radius)
- PlatformsFacebook and Instagram
- Duration30 days (Nov 18 to Dec 18, 2024)
- PublisherNorthland City Lifestyle
What were the results?
In one month, the co-branded Facebook and Instagram campaign delivered the following for Oakhill Day School.
Total times the ads appeared in Facebook and Instagram feeds and Reels. Each person saw the ads an average of 2.29 times.
Clicks from the ads to Oakhill's article and landing page on citylifestyle.com.
Clicks divided by impressions. About 22 of every 1,000 views led to a click.
A full month in front of the same local households.
Campaign active November 18 to December 18, 2024.
What was the goal of the campaign?
Oakhill Day School wanted to build awareness of how it balances an academic, challenging and integrated curriculum with a supportive environment.
The campaign's job was to drive traffic to Oakhill's City Lifestyle landing page and the articles published about the school, so the ads invited parents to read the story rather than respond to a promotion.
Oakhill Day School is an independent school in Gladstone, Missouri, in the Kansas City Northland. The school advertises with Northland City Lifestyle in print and on Facebook and Instagram.
Who did the campaign target?
Targeting mirrored the households that already receive Northland City Lifestyle in print, narrowed to parents, then reached that same audience on Facebook and Instagram.
- Age range: 22 to 55
- Location: 15-mile radius of Gladstone, Missouri
- Gender: men and women
- Household income: top 10% to 50%
- Parents (life stage)
What did the ads look like?
City Lifestyle designed co-branded creative that ran under the Northland City Lifestyle name in the Facebook feed, Instagram Reels and the Instagram feed. Every placement carried the message "Collaborative Learning at its Best," with a Read More button leading to the article on how Oakhill Day School teachers work together to help every student become their best self.
How did City Lifestyle run the campaign?
City Lifestyle handled the creative, the targeting and the reporting from start to finish.
We designed the ad
Headlines, visuals and copy were built around Oakhill's collaborative teaching story and sized for Facebook feed, Instagram feed and Reels placements.
We managed the campaign
The ads ran for 30 days across Facebook and Instagram, targeted to parents ages 22 to 55 within 15 miles of Gladstone with above-average household income.
We reported the results
Impressions, clicks and click-through rate were tracked in a real-time performance dashboard the client could check at any time.
What can local businesses learn from this campaign?
Content can be the offer
Oakhill did not run a promotion. The ads promoted a story about how its teachers work together, and 932 people clicked through to read it.
Reach the decision makers
Limiting the audience to parents ages 22 to 55 kept every impression in front of the people who actually choose a school.
Co-branding adds trust
Running under the Northland City Lifestyle name gave the story a familiar local endorsement instead of a cold pitch from an unknown advertiser.
Print and digital reinforce each other
The ads pointed to Oakhill's City Lifestyle articles, so the print coverage and the digital campaign worked as one story in front of the same households.
Frequently asked questions
How long did the Oakhill Day School campaign run?
30 days, from November 18 to December 18, 2024.
Which platforms did the ads run on?
Facebook and Instagram. Placements included the Facebook feed, the Instagram feed and Instagram Reels, all published under the Northland City Lifestyle account.
What does a 2.22% click-through rate mean?
Click-through rate is clicks divided by impressions. At 2.22%, roughly 22 of every 1,000 times the ad was shown resulted in a click through to Oakhill's article.
How many people did the campaign reach?
41,929 impressions at a frequency of 2.29 works out to roughly 18,000 people in the Northland, each seeing the ads more than twice over the month.
Can my business run a campaign like this?
Yes. City Lifestyle runs co-branded Facebook and Instagram campaigns for local businesses in the markets it serves, with guaranteed impressions starting at 15,000 and a real-time dashboard to track results.
Ready for results like these in your city?
Tell us about your business and we will put together a personalized plan that pairs your print presence with a co-branded Facebook and Instagram campaign.