Nigerian tech entrepreneur and co-founder of Hotels.ng, Mark Essien, has shared insights on how digital advertising can transform private school enrollment.
In a detailed post on X (formerly Twitter), Essien recounted how stepping into his father’s school as chairman of the board exposed him to tough financial realities, yet also presented an opportunity to apply business and marketing principles to education.
According to Essien, he faced challenges that mirror those of many school owners across Africa: underpaid teachers, declining boarding house revenues, and rising operational costs.
But within weeks, Essien applied a business-minded approach that not only stabilized the school’s finances but also grew enrollment by over 100 students, despite an increase in fees.
Balancing Costs and Retention
As his father retired, Essien said he reviewed the school’s books and quickly realized that while the day school was running fairly well, the boarding house was a drain on resources. Teachers were also severely underpaid, threatening long-term quality.
“I increased teachers’ pay, increased school fees a bit, increased boarding fees quite a bit,” Essien explained. “This would normally lead to a drop in population of the school by about 20% to 30%. People don’t like increments.”
Rather than simply raising fees, Essien moved quickly to demonstrate value to parents. He added that within just four weeks, he spearheaded renovations across the school, refurbishing facilities and signaling a new era of quality and competitiveness.
Turning to Digital Marketing
But the real game-changer came from Essien’s decision to run targeted Meta (Facebook and Instagram) ads. With a heavy ad spend, he marketed the school not only within its home city but also in neighboring towns.
“I turned on Meta ads for the school with heavy spend, and started advertising in nearby towns – Port Harcourt, Aba, Uyo,” he noted.
The results were immediate. With 15 days still to go before the new term, Essien noted that enrollment had already increased by 100 students, despite the higher fees.
According to education marketing data, the average click-through rate (CTR) for education-related Facebook Ads is around 0.7%, while the conversion rate is approximately 13.5%. Analysts say Essien’s outcome reflects a broader trend where digital advertising is essential.
A Step-by-Step Strategy
When asked by a follower on X how he converted parents from seeing an ad to actually paying school fees. Essien explained the process step by step.
“Ad → Lead capture → Call for inspection/entrance exam → Call to deposit → Call to enroll,” he responded.
On closer inspection, this is a multi-ad strategy designed to guide prospective parents through the enrollment process. Each step serves as a separate call to action, targeting a specific stage in the parent’s decision-making journey.
- Lead Capture Ad: The first ad sparks interest in the school and encourages parents to submit their contact information. This builds a pool of warm leads who are already curious about the school’s offerings.
- Call to Schedule an Inspection or Entrance Exam: The second ad focuses on converting interest into engagement. It prompts parents to schedule a physical visit or have their children sit an entrance exam. This step increases commitment and allows parents to experience the school firsthand, building trust.
- Call to Make a Deposit: After inspection, the third ad encourages parents to make the initial fee deposit. This transforms intent into action, ensuring that interested families begin the enrollment process formally.
- Call for Enrollment: The final ad targets parents who have deposited but not yet completed full enrollment. This call-to-action nudges families to finish the registration process, closing the loop and securing their child’s place at the school.
By structuring the campaign this way, Essien effectively creates a funnel to move prospective parents from awareness to decision. Experts note that this approach mirrors best practices in digital marketing: small, actionable steps often convert better than asking for a full commitment upfront.
Lessons for Private School Owners
According to industry leaders, this investment built confidence among parents and positioned the school to justify higher fees.
In markets where appearance and infrastructure are powerful decision factors, observers say Essien’s approach aligned well with parental expectations for value.
For many school operators, raising fees can feel like a risky move that drives families away. With Essien’s experience offering a different lesson, analysts say when higher costs are paired with visible investment, schools can retain students and also grow their population.
Talking Points
It is telling that Mark Essien’s first move as chairman was to increase teachers’ pay, a bold but necessary step in a sector where underpaid staff often translates to declining quality. Balancing this with fee adjustments showed a willingness to confront long-term challenges head-on.
Instead of letting fee hikes drive parents away, Essien paired the change with rapid renovations that transformed the school environment in under four weeks. This visible value creation positioned the school as more competitive and gave parents confidence their investment was justified.
At Techparley, we see Essien’s use of Meta ads as the true game-changer. By marketing the school not just locally but to nearby towns like Port Harcourt, Aba, and Uyo, he tapped into new markets while amplifying the school’s appeal.
The outcome speaks volumes. For private school owners, the lesson is clear: infrastructure plus strategic advertising can convert challenges into growth opportunities. The model Essien applied could be a blueprint for education operators across Africa.
