Case study
A complete funnel Instituto SIMA × Millionminds · 2025–2026 school year
How we built, validated and amplified Instituto SIMA's digital funnel over one school year: from diagnosis to enrollment, with proof at every stage.
See the proof, stage by stage
The challenge
A school with prestige and seats to fill.
A well-established Monterrey school with more than 50% of its capacity still open.
Our process
Five stages. One year of work.
Every stage comes with its proof: real pieces from the work with SIMA, just as they were published.
We diagnose
Understand before we communicateStage 1 · We diagnose
Initial diagnosis
Business Growth Plan
Before producing a single piece, we reviewed the school's numbers: capacity, enrollment, average tuition and the historical behavior of admissions.
What it achieved
Put enrollment at the center of the entire strategy.
Stage 1 · We diagnose
DMS · Digital Marketing Strategy
Documented digital strategy
The document that organizes the entire year: buyer persona, content territories, pillars, frequencies and goals by channel.
What it achieved
The whole team worked from the same plan for twelve months.
We build
An identity as strong as the school behind itStage 2 · We build
Visual identity
Branding
The school's institutional identity was rebuilt so the brand looks as premium as the education it offers.
What it achieved
A consistent image at every touchpoint with families.
Stage 2 · We build
Brandbook
Brand manual
A complete usage manual: logo construction, color palette, typography, applications and publishing guidelines.
What it achieved
The in-house team can produce with total brand consistency.
Stage 2 · We build
Website
Web development
A site designed as the destination for campaigns, with forms, WhatsApp and an appointment calendar for admissions.
What it achieved
Closed the loop between advertising and information requests.
We validate
Content that learns from familiesStage 3 · We validate
Internal communication direction
Strategic direction
Weekly sessions with the school's communications lead: content reviews, calendar and ongoing training.
What it achieved
The school now produces better content with its own team.
Stage 3 · We validate
Organic content
Social media
A monthly editorial calendar built on the territories defined in the strategy, published on Instagram and Facebook.
What it achieved
Consistent presence throughout the school year.
Stage 3 · We validate
School life features
Video production
Monthly recording sessions on campus: testimonials, events, classes and real moments from the community.
What it achieved
The most human content always had the greatest reach.
Stage 3 · We validate
Parent testimonials
Video production
Interviews with families from the community sharing why they chose the school.
What it achieved
The format with the highest conversion into conversations all year.
Stage 3 · We validate
Institutional podcast
Production and distribution
A podcast hosted by the school's director, positioning her as an authority voice in education and parenting.
What it achieved
National reach and positioning of the school as an education benchmark.
We amplify
Paid reach on top of what already worksStage 4 · We amplify
Awareness campaigns
Paid Media on Meta · Awareness
First, get seen. The best-performing organic content is identified and amplified with paid media, alongside short trend-driven videos designed to place the school top of mind for local families.
What it achieved
Constant presence in front of local families throughout the school year.
Reels · 15 sec · trends
CTA → watch the full video
Reel · campus tour
CTA → visit the IG profile
Carousel · 4 pieces
CTA → visit the website
Stage 4 · We amplify
Conversation campaigns
Paid Media on Meta · Retargeting
Then, get them talking. People who already watched the content see different ads, built to start a conversation. Parent testimonials are re-edited into versions under 30 seconds with the best-performing hooks.
Placements
Feed · Stories · Reels · Explore · Messenger
What it achieved
2,531 conversations with families during the school year.
Stories · 9:16
CTA → send a message
Stories · instant form
CTA → book an appointment
Reels · testimonials and top clips
CTA → send a message
Stage 4 · We amplify
Outdoor advertising
Billboards and local media
Physical presence on public roads, coordinated with the digital campaigns during admissions season.
What it achieved
Brand recognition across the school's area of influence.
We convert
From message to enrollment, measuredStage 5 · We convert
Admissions tracking
Funnel measurement
Every conversation was logged and followed through to its outcome, alongside the school's internal admissions team.
What it achieved
Complete visibility into every stage of the funnel, from first conversation to enrollment.
Stage 5 · We convert
Monthly KPI report
Reporting and analysis
A monthly report with reach, conversations, cost per conversation and funnel progress, with strategic insights and recommendations.
What it achieved
Investment decisions driven by data.
Stage 5 · We convert
Satisfaction surveys
Research
Direct feedback from the school's families to calibrate perception and fine-tune messaging.
What it achieved
Communication refined with the real voice of parents.
What changed
A year of foundations. Measurable results.
enrollment growth in one school year
return on investment
conversations with families
2025–2026 school year · Figures documented month by month in the annual report delivered to the school.
This is the full program. This is what it looks like in action.
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