EF Academy: 5-Day Boarding Campaign
Promoting a new 5-day boarding option through thoughtful, on-brand creative
I led design and creative direction for EF Academy’s 5-Day Boarding campaign, a cross-channel awareness effort introducing a new flexible boarding option at our Pasadena campus. The campaign ran across digital billboards, EV charging-station screens, and paid social, reaching families throughout the Los Angeles area.
Working closely with our paid media team, I created visuals and messaging that felt bold, clear, and true to EF Academy’s brand. The creative helped us connect with high-earning families in greater LA, driving traffic to our Pasadena site through QR codes and vanity URLs—and positioning EF Academy as a modern, flexible boarding school built for today’s families.
Billboards
We strategically placed digital billboards along high-traffic commuter routes in and around Los Angeles to reach parents living in neighborhoods that matched EF Academy’s target demographic. For families facing long daily commutes, the 5-Day Boarding option offered an appealing balance—an excellent school experience during the week with time at home on weekends.
EV Charging Stations
We chose placements at Whole Foods locations during peak shopping hours, aligning with our audience’s lifestyle and values. The ads featured a QR code linking directly to the Pasadena campus page, giving parents a simple way to learn more while their cars charged.
Paid Social
To reinforce awareness across multiple touchpoints, we extended the campaign to Facebook and Instagram. Paid social allowed us to reach the same high-intent families where they already spend time online, keeping EF Academy top of mind across channels.
RESULTS & IMPACT
4x more website traffic year-over-year
Website sessions quadrupled during the campaign period, showing a dramatic lift in awareness and engagement for EF Academy Pasadena’s new 5-Day Boarding program.
5x growth in new website visitors
The campaign attracted more than 2,500 new visitors, five times higher than the previous year — expanding EF Academy’s reach and connecting with a new, high-value audience across the Los Angeles region.
Exceptional engagement and efficiency
A 19 percent bounce rate and $3.06 cost per visitor outperformed typical education-industry averages, proving that our targeting and creative successfully captured the right audience with the right message.
Strong regional visibility
With 428 K impressions and 133 K hours of playtime across 75 premium locations, the campaign achieved broad, sustained visibility in neighborhoods aligned with EF Academy’s ideal family demographic.