University Liggett School

The Challenge

University Liggett School needed to reshape how the parents of prospective students learned about the school, its curriculum, its faculty, and the community. Prior to partnering with Airfoil, the school used one-size-fits-all marketing materials for all grades and regions. Families at University Liggett School are diverse, and those materials weren’t driving new enrollments.

The Airfoil Solution

Airfoil identified target personas and unique messaging, channels, and content types that would resonate best with each audience. To drive engagement and deliver our messages, we created videos for social ads, website experiences, and live events. The ads were targeted using personas to filter by geography, parents with children, and income level.

The Results

Through new messaging and creative elements that connected deeply with key audiences, Airfoil’s demand generation strategy helped University Liggett School reach more than 32.3K prospects in target audiences and regions, garnering more than 140.8K impressions. The videos Airfoil developed were viewed nearly 9K times, at the cost of $0.17 per view.

Key Stats


prospective parents reached


video views


cost per view

We Provided

Demand Generation + Content Development + Creative Studio