A focused digital marketing program designed to increase STEAM Academy’s visibility among local parents, generate qualified inquiries, and create a measurable path from initial interest to tours and enrollment.

The program combines paid search, social media, retargeting, Local SEO, Google Business Profile optimization, website conversion improvements, targeted audience data, and ActiveCampaign email automation.

Measurement framework: Marketing Reach → Qualified Inquiry → Tour / Info Request → Enrollment Opportunity

Program Goals

• Generate qualified parent inquiries — reach parents in Corona and surrounding communities actively exploring homeschool, hybrid education, tutoring, STEM camps, after-school programs, and related options.
• Increase tour & information requests — improve the path between discovering STEAM Academy and taking a meaningful next step.
• Strengthen local search visibility — improve presence across Google Search and Google Business Profile for relevant local education searches.
• Build lead nurture — use ActiveCampaign to provide structured follow-up for prospective families who are interested but not yet ready to enroll.
• Establish measurable marketing benchmarks — track the marketing funnel so STEAM Academy can see which campaigns and channels are generating meaningful opportunities.

What’s Included

1. Website Refresh & Conversion Improvements

Up to 20 total hours of website design and development during the initial implementation period, prioritized jointly with STEAM Academy.

• Updated layouts and visual presentation
• Mobile usability improvements
• Messaging and call-to-action improvements
• Clear inquiry and tour-request paths
• Program page improvements & priority on-page SEO
• Conversion tracking implementation

2. Google Ads Management

Focused on high-intent searches from parents actively researching relevant education options. Priorities may include homeschool/hybrid education, tutoring, STEM camps, and after-school programs.

• Campaign setup, keyword research, geo targeting
• Ad copywriting, negative keyword management
• Bid/budget optimization, conversion tracking
• Monthly performance review

3. Facebook & Instagram Content

Approximately 12 feed posts per month helping parents understand the experience, community, and people behind STEAM Academy.

• Copywriting, graphic design from brand assets
• Scheduling, publishing, monthly content planning
• Program, event & enrollment promotion
• Parent/student testimonials when supplied

4. Meta Advertising & Retargeting

Facebook and Instagram advertising supporting retargeting and selected audience-development opportunities, directed toward the channels showing the greatest potential.

• Website visitor & engagement retargeting
• Custom audience development
• Campaign setup, ad copy & creative, audience testing

5. Targeted Parent Audience Data

Third-party audience data acquisition, geographic and audience segmentation to support eligible advertising and outreach activities, subject to applicable privacy requirements and platform policies. Data costs for the agreed monthly program are included in the management fee.

6. Local SEO & Google Business Profile

Optimizing local search presence around the programs most important to enrollment and lead generation.

• GBP review, category & description optimization
• Priority local keyword research & on-page optimization
• Ongoing GBP posts/updates — up to 4 per month
• Monitoring, review strategy support

7. ActiveCampaign Email Lifecycle Automation

• Lead delivery workflow — automated follow-up for information requests
• Core parent nurture sequence — introduces STEAM Academy and encourages a tour or inquiry
• Basic lead segmentation by primary program interest
• Up to one planned seasonal/promotional email campaign per month

6-Month Growth Plan

Build & audit → validate & soft launch → full launch & optimize → refine & expand → improve efficiency → benchmark & grow.

Month 1 — Build & Audit

Build the foundation, refresh the website, configure each marketing channel, and prepare the complete system for testing.

• Complete priority website refresh and conversion improvements within the included scope
• Audit Google Ads, Meta, Google Business Profile, Local SEO, and ActiveCampaign
• Complete Local SEO and on-page SEO audit
• Create a prioritized SEO implementation roadmap
• Build or restructure priority Google Ads campaigns
• Configure Meta audiences and retargeting
• Configure ActiveCampaign, lead segmentation, and core nurture workflows
• Implement conversion tracking for key inquiry and tour actions
• Develop initial Facebook and Instagram content calendar
• Complete Google Business Profile review and configuration
• Identify and address critical website or technical issues
• Prepare ad copy, creative, landing pages, and campaign settings for testing

Outcome: the website and marketing infrastructure are built, configured, and ready for controlled testing, with a clear SEO roadmap in place.

Month 2 — Validate & Soft Launch

Test the complete system in a controlled live environment before scaling activity.

• Complete pre-launch QA across forms, tracking, automations, audiences, and landing pages
• Test Google and Meta conversion tracking
• Test ActiveCampaign automations and email delivery
• Soft launch priority Google Ads campaigns at controlled spend
• Soft launch Meta retargeting and selected audience campaigns
• Begin Facebook and Instagram publishing
• Activate the core ActiveCampaign nurture sequence
• Begin Google Business Profile posting
• Begin implementation of priority Local SEO and on-page SEO improvements
• Monitor early lead flow and lead quality
• Validate campaign attribution and conversion tracking using live activity
• Make initial corrections before full launch

Outcome: the system is functioning in a live environment, tracking and lead flow are validated, and early performance data is available before full-scale launch.

Month 3 — Full Launch & Optimize

Move the program into full operation and optimize based on the data collected during testing.

• Move priority Google Ads campaigns to planned operating budgets
• Expand Meta campaigns and retargeting based on validated performance
• Continue consistent Facebook and Instagram publishing
• Continue ActiveCampaign nurture and follow-up
• Continue and substantially complete priority SEO implementation
• Continue Google Business Profile optimization and posting
• Analyze search terms, audiences, keywords, and lead quality
• Reduce inefficient advertising spend
• Test new messaging and creative
• Refine landing pages and conversion paths where needed
• Begin establishing cost-per-qualified-lead performance

Outcome: the full parent-acquisition and nurture system is live, priority SEO improvements are substantially implemented, and optimization is being driven by real performance data.

Month 4 — Refine & Expand

Build on the strongest-performing opportunities and continue structured testing.

• Expand stronger keywords, audiences, and program campaigns
• Continue testing ad messaging and creative
• Refine retargeting based on engagement behavior
• Launch seasonal or promotional email campaigns as appropriate
• Continue Local SEO and Google Business Profile optimization
• Refine website conversion opportunities based on user behavior
• Begin evaluating inquiry-to-tour progression where data is available

Outcome: marketing activity becomes increasingly focused on the programs, audiences, and channels showing the strongest potential.

Month 5 — Improve Efficiency

Turn campaign performance into clearer operating benchmarks.

• Establish an initial cost-per-qualified-lead range
• Compare performance by campaign, audience, program, and channel
• Optimize inquiry-to-tour conversion opportunities
• Refine nurture and retargeting based on prospect behavior
• Continue paid media, social, email, Local SEO, and GBP management
• Identify underperforming areas and corrective actions
• Concentrate spend around stronger-performing opportunities

Outcome: STEAM Academy has a clearer understanding of acquisition costs and which parts of the marketing system are producing meaningful enrollment opportunities.

Month 6 — Benchmark & Growth Plan

Evaluate the complete system and establish priorities for the next phase of growth.

• Review qualified inquiries and cost per qualified lead
• Evaluate inquiry-to-tour progression
• Review attributed enrollments where sufficient data is available
• Identify strongest programs, searches, audiences, and messaging
• Establish realistic performance ranges for the next phase
• Recommend future budget allocation based on performance
• Deliver a six-month performance review
• Present priorities and growth recommendations for the following six months

Outcome: STEAM Academy finishes the initial engagement with a functioning parent-acquisition system, measurable benchmarks, and a data-driven plan for continued growth.

Measurement & Reporting

A monthly performance report focused on the metrics that matter most to growth.

• Qualified parent inquiries — a prospective parent or guardian within the target market who submits an inquiry related to one of STEAM Academy’s active programs.
• Cost per qualified lead — advertising investment relative to qualified inquiries.
• Tour / info requests — leads taking a meaningful next step.
• Lead-to-tour rate — percentage of inquiries progressing to a tour, where data allows.
• Attributed enrollments & cost per enrollment — calculated where sufficient attribution data exists.
• Channel performance — Google Ads, website conversion, GBP, and email performance.

Performance expectations: performance is evaluated against actual campaign and conversion data rather than predetermined guarantees. The first 60–90 days are used to launch, validate, and establish initial performance benchmarks; from there we set realistic target ranges together. Specific lead, tour, or enrollment volume cannot be guaranteed — results depend on market demand, seasonality, budget, capacity, pricing, and follow-up process.

Monthly strategy review: each review identifies what generated results, what underperformed, where budget was spent, what changed, what we learned, and what we recommend testing next.

Investment

• Monthly management: $1,400 / month
• Advertising budget (recommended): $1,000 / month
• Initial engagement term: 6 months

This program is structured as a six-month engagement to allow sufficient time for implementation, controlled testing, optimization, and the establishment of meaningful performance benchmarks.

Advertising spend is paid directly to Google, Meta, or other approved platforms and is separate from the monthly management fee. Ellington Digital will recommend allocation based on campaign opportunity and performance.

Monthly management includes

• Initial website refresh, up to 20 total hours
• Google Ads management
• Facebook & Instagram content management
• Meta advertising and retargeting
• Targeted parent audience data
• Local SEO & Google Business Profile optimization
• ActiveCampaign core lifecycle automation
• Seasonal email campaign support
• Conversion tracking, monthly reporting & optimization

Working Together

To effectively measure the complete enrollment funnel, STEAM Academy will provide timely access to required marketing platforms, approvals, website assets, photos/content, and available information regarding tours and enrollments generated from marketing leads.

Additional campaigns, creative, or work outside the included scope can be quoted separately.