The Janus School – Digital Strategy

The Janus School, the only independent K-12 day school in Central Pennsylvania dedicated to the needs of students with learning differences, connected with GRIT in 2019 with a desire to increase enrollment in both their primary K-12 program and post-high-school program, Transitions at Janus.

GRIT set to work creating an integrated marketing strategy that married building brand visibility and Janus’ reputation as the go-to resource for families with children with learning differences with targeted outreach to drive admissions inquiries. The digital advertising components of the campaign include integrated efforts across Facebook, Instagram and the Google Advertising suite (text and display) including primary outbound ads and remarketing campaigns. Campaigns (which are continually monitored and evolved for optimization) drive to a targeted series of landing pages (customized by key audience segments), which are continually optimized through A/B testing to drive maximum conversions.

Throughout the first 18 months, campaigns have generated hundreds of quality leads and have yielded consistent year-over-year increases in the number of leads and decreases in the corresponding average cost per lead.