Gould Academy

Gould Academy

Nestled against the White Mountains of Maine, Gould Academy offers students a uniquely experiential education.


strategy, student acquisition marketing

Building a Pipeline of Quality Applicants

Small in size and offering an unparalleled education, Gould Academy knows that digital outreach is the way to outflank better-known New England schools. They turned to BCS Interactive to create a series of campaigns to capture the interest of prospective students from all over the world.

Our Approach


Constructing the Roadmap

Exhaustive research was key to discovering the right audiences (parents or students?) channels (Facebook, Instagram, Google or all of the above?) and messaging (how to best speak to junior high students and their parents?). We dove headlong into data and insights, leaving no stone unturned; the result was a comprehensive discovery and strategic roadmap—including audience personas—that guides our decision-making process to this day.


Developing Content and Messaging

Our research revealed several key insights that helped us construct both the messaging and focus of the campaigns:

Target Audiences

Target Audiences

While parents played a crucial role in gathering data and guiding their child’s education, the student was the primary, decision-maker in terms of the schools to which they would apply.


Key Differentiators

Key Differentiators

In addition to having one of the best on-snow programs in the world, Gould also provided an “experiential” education—an offering that would help us appeal to a wider subset of prospective students.

Success Metrics

Success Metrics

Students that visited the Gould Campus matriculated at a much higher rate than those that didn’t. We thus focused on sending as many leads as possible to Gould’s admissions team, prepped for an on-site visit.

Paid Social Media Advertising: On-Snow

Our initial campaigns focused on gaining the school as much exposure as possible versus competing schools. We began with a strong paid advertising push on Facebook and Instagram, focusing on what Gould was best known for: competitive on-snow sports training.

Defining the Tenants

Paid Social Media Advertising: Experiential

In addition to on-snow, Gould boasted amazing experiential course offerings where students could learn about particular subjects in a hands-on way. Want to learn Spanish? Here, you'll travel to Spain. Oceanography? Prepare to board a sub. These atypical experiences were hidden gems we wanted to put front and center.

Paid Social Media Advertising: Experiential

Video for Stronger Engagement

While static ads and graphics were highly successful in building both exposure and response, video content helped us to showcase a broad range of the school’s offerings, and proved extremely effective in re-engaging audiences that had seen other campaign content.


Delivering and Optimizing

We created and tested a variety of ads and organic content across Instagram and Facebook, monitoring and optimizing results closely and sending visitors to one of two website landing pages—one tailored to on-snow students, and one for students interested in “experiential” education:

The Results – A Three-Month Snapshot:


Qualified inquiries (web form or phone)


Facebook ad impressions


Increase in year-over-year website visits

“Our biggest challenges in reaching applicants were getting the right digital tactics in place and then hitting on the right message; BCS Interactive delivered on both counts, and the results speak for themselves.”

Chris Sparks // Assistant Head of School for Institutional Management

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350 Springfield Avenue #200
Summit, NJ 07901


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