School Lead Generation: 100+ Leads at EUR 2-5 Each

TISA international school website and marketing materials designed for the Lisbon campus enrollment campaign

TISA is a private school offering the International Baccalaureate (IB) curriculum, with campuses in Leiden (Netherlands) and Lisbon (Portugal). The Dutch campus had government support for private education, but the Lisbon campus entered a tougher landscape — free public schools dominate, and tuition fees face scrutiny. TISA needed a full-scale digital marketing and lead generation engine.

TISA school campus exterior and learning environment in Lisbon

TISA branded educational materials and school identity design

Objectives

Drive awareness and enrollment for the Lisbon campus
Build social media presence that reflects the school’s character
Improve lead generation through online campaigns and school events
Automate communications through chatbots and email marketing
Redesign the website for conversion optimization

TISA project objectives and strategic planning overview

The Core Challenges

TISA marketing challenges analysis for the Lisbon private education market

TISA competitive landscape and parent audience research

No In-House Marketing Team

The school had no internal marketing resources. Content creation, lead response, and digital strategy were virtually nonexistent. We stepped in as a full-stack marketing department and built a system for:

Daily content collection — photos and updates via teacher WhatsApp chats
Content curation — editing raw material into polished social media assets
Publishing management — maintaining calendars and engagement loops

TISA social media content calendar and asset management system

TISA Instagram feed layout showing school life content

Explaining the IB System Clearly

The IB program is rich and rigorous but hard to explain to parents used to local curricula. We invested time in learning the educational model so we could communicate its advantages clearly through posts, visuals, and on-site copy.

TISA educational content explaining the IB curriculum to parents

TISA infographic breaking down IB program benefits for families

Website Redesign for Conversion

The school’s website lacked both structure and conversion logic. We completely redesigned the site with a hierarchy that guides users through:

What makes the school different — IB curriculum, international environment
What outcomes families can expect — academic results, university placement
How to book a tour or consultation — clear CTAs and lead capture forms

We also added language toggles, optimized for mobile, and installed lead-tracking systems.

TISA website redesign showing homepage and navigation structure

TISA website internal pages with enrollment flow and tour booking

Lead Management and Automation

When school staff were unavailable, no one followed up with incoming inquiries. We introduced:

Chatbots — pre-programmed flows to answer common parent questions
Email automations — sequences tailored to enrollment stages
Call scripts and lead management — handled directly by our team

This prevented drop-offs during busy admissions periods.

TISA chatbot conversation flow for parent inquiries

TISA email automation sequence for prospective families

TISA lead management dashboard and enrollment funnel

Results

Cost per qualified lead — dropped to EUR 2-5 for a school with EUR 1,500/month tuition
100+ qualified leads generated during the campaign period
Site conversion rate increased significantly after the redesign
Automation improved response time and kept leads warm
Consistent content built trust and showcased real school life

TISA campaign performance metrics showing lead generation results

TISA social media engagement growth and content performance

TISA brand awareness metrics and audience growth over the campaign

Frequently Asked Questions

How much did lead generation cost for TISA?

Cost per qualified lead dropped to EUR 2-5, while the school charges EUR 1,500/month in tuition — making the ROI highly favorable.

What marketing systems were built for the school?

We built a full marketing stack: redesigned website with conversion tracking, chatbot flows, email automations, content calendars, and lead management processes.

How did you create content without a marketing team?

We set up a system where teachers shared daily photos via WhatsApp. Our team then curated and edited this into social media assets on a regular publishing schedule.