Evergreen International School Group watched walk-ins slide for three intake seasons straight while a generic Instagram feed sat untouched. Here's how a reels-led, dual-audience content strategy turned admission season around in five months.
Evergreen International School Group
3-campus K-12 school group, Chennai
Walk-ins down 3 seasons running
Generic feed, sporadic posting, no admissions link, 10 weeks to intake
5-month admission season
Now an ongoing calendar-timed retainer
Social Media
Strategy, content, community, lead capture
Evergreen International School Group had built its reputation across three Chennai campuses on word of mouth and neighbourhood walk-ins — and for three admission seasons in a row, walk-ins had been falling while two newer competitor schools ran slick campus-tour reels that parents were forwarding to each other on WhatsApp. Evergreen's own Instagram was a scrapbook of sports-day photos posted whenever someone remembered, with no consistent voice, no admissions link in the bio, and nothing built for the two audiences who actually decide together — students who discover schools on Instagram and parents who verify everything on Google before ever booking a campus visit. With ten weeks to the intake deadline, the principal, Mrs. Lakshmi Narayan, needed enquiries moving before hoardings and newspaper ads could even be printed.
Reviewed all three campus accounts and the two competitor schools already winning attention on reels ahead of intake season.
Built separate but connected tracks: campus-life reels for students, and accreditation, safety and outcomes content for parents.
Weekly reel shoots across all three campuses — classrooms, labs, sports days and student takeovers, edited for retention in the first three seconds.
Layered in Meta lead-form ads behind the best-performing organic reels, routing every submission straight to admissions.
Daily comment and DM response within the hour, plus a WhatsApp follow-up sequence for every enquiry that came through Instagram.
Added a simple "How did you hear about us?" field to the enquiry form, tying every reel back to real admission conversations.
The parent track moved the needle as much as the student track. A single "day in the life of Grade 3" reel aimed at parents outperformed every sports-day post the account had ever published — reassurance content converts faster than pride content.
A reels-led, dual-audience strategy filled the enquiry pool weeks ahead of the deadline, not days before it.
More than 4x growth in five months, with no follower-buying shortcuts.
A "day in the life of Grade 3" reel aimed squarely at parents became the account's best-performing post ever.
"We'd been losing walk-ins to schools with flashier Instagram accounts for three years and didn't know how to fix it ourselves. This season we had 3.4x the enquiries of last year, and parents were quoting our own reels back to us on campus tours. Admissions have never felt this in control."
Follower and reach figures come from native Instagram Insights across all three campus accounts. Admission-enquiry growth is measured against the prior intake season's enquiry count from the school's own admissions register, not estimated. Timeframe and starting baseline stated above, as with every case study we publish.
We'll analyze last season's enquiry numbers, benchmark your social presence against nearby competing schools, and map exactly where walk-ins and enquiries are leaking — with a calendar-timed plan to fix it before your next intake. Free and confidential.
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