Member Minute: Calculate ROI of Print Ads

Welcome to EMA’s Member Minute where I’ll be teaching you an actionable strategy, tip, trick, or hack to help you meet your enrollment goals - all in about a minute.

Advertisements are important tools to build brand awareness and drive prospective families to an open house or other admission event but not all advertisements are created equal. While digital ads often give you great metrics like impressions and click-through-rate, print ads can be appear in local papers or prestige publications. So how do you calculate ROI on print ads?

One way to track the ROI on print ads is to create a custom landing page on your website and then direct families to that page from your print ad. If you have multiple ads in multiple publications just create duplicates of your landing page with slightly different URLs. Hide those pages on the navigation so traffic to the pages is only coming from your print ads. Make sure to have a form on the page where families can provide you with their email address. Now you can track visits to your website and leads from individual print ads.

That’s been your Member Minute! If you have a question or a comment you can find me in the Member Community!

About the Author

Hans Mundahl is the Director of Professional Development at EMA. He has been an educator since 1995 when he first stepped into the classroom as a Fulbright exchange teacher in the former East Germany. Since then Hans has done just about every job possible at an independent school from teacher to administrator. Most recently Hans was the head of school at a K-8 day school in central New Hampshire. Hans’s spare time is usually spent with his family but he is also passionate about the outdoors and protecting the environment.

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