Filling a new intake for a tuition centre

The challenge

The centre offered SPM and primary tuition from two branches. It was spending a steady monthly budget on social media ads, and the ads produced plenty of messages. But staff felt most enquiries went nowhere, and nobody could say which ads produced students who actually enrolled.

What we found

• Ads were optimised for “messages started”, so the platform found people who liked to ask questions, not parents ready to enrol.
• Enquiries arrived by WhatsApp, phone and walk-in, and none were linked back to a campaign.
• One audience, parents of Form 4 and Form 5 students within 10 km, produced most of the real enrolments, but received less than a quarter of the budget.

What we did

1. Week 1: Tracking. We added a short enquiry form with a WhatsApp option, tagged every ad link and gave front-desk staff a simple sheet to record “how did you hear about us?” for each enrolment.
2. Week 2: Restructure. Campaigns were split by level (primary and SPM) and by branch, with budget moved towards the audiences that produced enrolments.
3. Weeks 2–4: Creative. We replaced stock-style graphics with short videos of real classes (with permission) and clear information on timetables and fees.
4. Weeks 3–6: Follow-up. Parents who enquired but did not book a trial class received a single reminder and an invitation to an open day.

Results

The January intake reached 112 new enrolments across both branches. The cost per enrolment fell by 46% compared with the previous intake, on a similar budget. Just as important, the centre now knows which campaigns work and can plan the next intake with confidence.

What we would do next

Use the enrolment data to build a lookalike audience for the next intake, and set up a referral message for existing parents.