Case Study 2025 Education · Brand & enrolment

SAMFORD STEINER

Dom

funnel, mapped end

Full

CRM

Rebuilt

delivered

2025

Brand, positioning and enrolment growth for a Queensland Steiner school — CRM rebuilt, funnel mapped, delivered 2025.

Strong community, under-told story. Enrolment enquiries arrived through a funnel nobody could see, into a CRM nobody trusted.

Measure the funnel before touching the ads
Attribution was blind: no UTM capture, sessions breaking at the CRM handoff, and a how-did-you-hear field too broad to trust. Tracking came first, because a school that cannot connect spend to enrolments is guessing with its marketing budget.
Enquiry first, paperwork later
Ad traffic was landing on a full application form: eight steps, document uploads, medical details. A parent clicking an ad is curious, not committed. The funnel now leads with a simple enquiry and earns the application later, where commitment actually exists.
Reverse the maths from the classroom
The pipeline model starts at target waitlist depth per year level and works backwards to enquiries, leads and budget. The finding: leads were arriving at $1.53 against a $17.12 sector median, 91 percent below. Cheap attention was never the constraint. Conversion was.
Stack waitlists years ahead, not terms ahead
The goal moved from filling next year to holding a deep, stacked waitlist for every grade, with offers going out a full year early. Certainty compounds: a school that knows its 2027 intake in 2026 plans staff, classrooms and budget from strength.

“We’d been burned by agencies before, and this was completely different. Trusting, efficient and so effective.”

Margot Andersen Head of Development, Samford Valley Steiner School

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