Investing in digital advertising to reach young people
Spring is an important time for folk high schools, which need to encourage young people to apply for school places from the autumn. This year, Sogndal Folkehøgskule wanted to go digital, and we have had the pleasure of helping them.
We believe that marketing must be based on who the target group is. Then you can choose channels and the design of the ads, depending on who you want to reach. This is the best way to ensure successful advertising, and that's how we've approached this collaboration.
We created the website for Sogndal Folk High School back in 2022.
Youth as a target group
The main target group here was young people aged 17-23, and the goal was to receive more applications for the next school year.
In addition, we thought that parents can also have an impact, so they were outlined as a secondary target group.
With that as a starting point, it was just a matter of getting started.
Main emphasis on video
We have used mostly video in our advertising, as young people are used to seeing most things in video form. We focused on short, simple and lively videos that get straight to the point and show what you can experience with a year at folk high school.
In this case, the school had a lot of good video material itself, which we at Gasta have processed. In addition, we have compiled images into simple videos, along with information about the various study programs.
The art of choosing the right channels
The videos have been "placed" in relevant advertising channels, such as Facebook, Instagram, Snapchat, TikTok and in Google's advertising network (including YouTube). In addition to video, we have supplemented with image ads to create variety.
"We started the whole thing by launching a broad branding campaign. The aim was to reach as many people as possible in the target group and increase awareness of the school. We then narrowed down and sharpened the message even more in subsequent campaigns.
Good results
So far, the advertising has yielded good results. They have reached out broadly and become visible in digital channels that we know young people and their parents spend time on.
Then it remains to be seen what the final application figures will be at the end of the summer. We wish Sogndal Folk High School the best of luck, and thank you for the good cooperation so far!
" This year we decided to market ourselves more digitally and contacted Gasta. As a customer of theirs for many years, they are very familiar with our profile. We are extremely satisfied with the collaboration."
