Digital Marketing Health Check | Week #8 | Measurement Healt …

Digital Marketing Health Check | Week #8 | Measurement Healt …

Hello everyone, welcome to the final week of the Digital Marketing Health Check for your school. I hope that this series has been helpful for you. Today, we are looking at measuring the success of your digital marketing strategy.

If you aren’t working through the digital marketing health checklist, click here to access the toolkit and get the checklist for yourself. It’s a 60-point checklist that we are working through, covering a few points in different areas each week.

I will just add a little footnote in here and say that, we don’t really want to shoot ourselves in the foot when it comes to measuring our digital marketing. As I’ve mentioned a few times throughout the series, enrollment decisions take a little while to make, and it can be anywhere from three months to a year, two years if there’s a move involved.

We don’t want to be running campaigns and then measuring them within that month and saying, “this month we spent X amount, and got Y many enrollments”. The measuring factor is more, to give you an indication of what works and what doesn’t. You’ll always want to look at your data month on month, and also year on year, just to make sure that you’re catching any of those last minute enrollments that come in after your campaign is finished.


Google Analytics


What do we need to measure our digital marketing campaigns? The first thing I recommend is that you have Google Analytics installed on your website. Google Analytics is a free tool. Most of these analytics tools are free, and you can do a lot of great measuring, and reporting with them. Once you have Google Analytics installed, then you’ll want to look at your monthly report to see the number of visitors that you are getting to your website. Have a look at the geographic reports in terms of where visitors are coming from, as well as view valuable information about audience demographics. Also look at the main enrolment pages that are enrollment pages on your website such as tour booking pages?

A problem that schools have when it comes to measuring results is school websites tend to cater to a few different audiences. One, they cater for current parents, two, they cater for enrollment inquiries, and three, the local community that might be interested in events.

What I tend to do if I’m working with a client on a longer-term basis is recommend that they have a parent section on the website or a parent sub-domain. Something like as a go-to place for anything related to them. This helps to clear up your data and seperate regular visits from parents verse potential enrolments. 


Google URL Builder


The next thing you will need to do once you have Google Analytics tracking set up, is you’ll want to set up a goal, and a goal can be anything from booking a tour, downloading the prospectus, registering for an open morning. Then whenever you run a digital ad, for example, if you are advertising on a third party website, on Facebook, or Google Ads, you will want to use the Google URL Builder to build a unique, trackable URL. Then you can go back to Google Analytics, look at your specific campaigns and see how many people clicked that link.

Whenever I’m testing out new advertising, I build a unique URL for that advert, and I track how it goes within that first month to see how much traffic they’re sending to my website. I use this for my client’s Facebook Ads because it gives you specific information if you are split testing two different Ads, if you use the URL parameters, then it actually gives you detailed information on how each of those Ads is performing, instead of just the overall campaign.


Conversion Rates


The next thing you’ll want to look at when measuring your marketing efforts is your conversion rates. When you’ve set up your goals in Google Analytics, you will know how many people visited, for example, a tour booking page and how many people actually clicked through and booked a tour. As a general rule of thumb, we want to have a conversion rate of 20%. When I work with clients and I’m building a landing page for them, I always aim to have a conversion rate of 20% before sending any paid traffic to the page. I recommend having those opt-ins on your website, they are easy for people to sign up to, easy to measure and track, and you can work up to a point where you’re converting at 20%. You can try split testing a new page and try different button colours, add testimonials, change the layout, maybe add a video or remove a video, sometimes simplify the content, to help increase your website’s conversion rate.


Cost Per Conversion 


The next thing that you will want to measure clearly is the cost per conversion. This metric can get lost in all the data that you gather about a campaign. You’ve got so many clicks, and website visits, and this and that. But, the most important thing to look at is, how much did it cost me to get that tour booking? Or how much did it cost me to get that prospectus inquiry and to build my email list?


Click-Through Rate


You also want to look at the click-through rate, even for advertising where this is not necessarily reported. If you are advertising on a third party website, you want to look at how many people are actually clicking through to your website.

In advertising, typically as a general rule for schools, I look for a click-through rate of at least 1%. If you get 100 impressions on a Facebook Ad, I’d be looking to have at least one link click.


Asking the Question


The last thing that a lot of marketers forget to do, or have given up on doing is to ask the question when you don’t really know how a person find out about your school. There are so many different points that you can measure your success at. You can say, “we’ve got this many enrollment inquiries, this is our click-through rate, this is how many people visited our website”,

But the most important data is, of the people that actually enrolled in the college, are we closing the loop with them and asking them how they heard about us? Or is our database integrated enough that we can see the different touch points that they had with our college, and then track them all the way through to when they registered to enrol at the college.

If you find that you’re collecting too much data and there’s nothing that’s really clear, start with the people that are enrolling at your college and make sure that you can close the loop with them. They are more likely to be able to answer those questions for you or willing to invest in answering those questions for you.



I actually build a lot of custom dashboards for my school marketers, where they can have an automatic dashboard that fills up all this information in a nice user-friendly display. They can check day-to-day, they can check month-to-month, they can check every fortnight, they can check for a specific campaign. Having this data on hand, it shows them the flow of people from inquiry, through to tour booking, through to open morning attendance, through to enrollment. Having that information available on a dashboard that you can look at, at any given day, and can share with the principal vastly improves the rapport that you’ll have with the principal and the ability to report for how you are using your school’s budget.

I hope I’ve given you a bit of food for thought in terms of measuring your success. If you can get these details right, and be clear about what’s working and what’s not, you are going to achieve so much more with your school’s marketing, and you’re going to be able to grow your marketing budget year on year.

Thank you so much for taking part in the Digital Marketing Health Check Series, if you haven’t worked through the 60 point checklist, you can get it from the schools marketing toolkit linked above.

Digital Marketing Health Check | Week #7 | Follow-up Health

Digital Marketing Health Check | Week #7 | Follow-up Health

Hello everyone. Welcome to week seven of the Digital Marketing Health Check for your school. 

If you aren’t working through the digital marketing health checklist, click here to access the toolkit and get the checklist for yourself. It’s a 60-point checklist that we are working through, covering a few points in different areas each week.

Email Database


Today, we are looking at your follow-up process. We’ve touched on remarketing through different platforms, like Facebook and Google Ads. But today, we are specifically going to be looking at follow-up, when it comes to building up an email database. I’m actually surprised at how many school websites I look at that don’t actually have an option to build an email database, or there’s no trackable conversion that they are optimising for, when it comes to their school website.

I know there are different reasons why school websites don’t do that, and some of them may be bureaucratic decision-making processes. But if you have the freedom to make that decision for your school on your own, then I would definitely recommend that you try to build your email database. It can be something as simple as ‘submit an enrollment inquiry’, ‘download our perspectives and fees’, or ‘book a tour’. All of those are actions, which require a users email. Users can then be added to a database, which can then be used to strategically follow up prospects.


Engagement and Interest Tracking


The first benefit that an inquiries database is going to give us is the ability to track people’s engagement and their interests. We all know that you can see the open rate for emails, but with email marketing software you can score prospects based on the actions that they take, for example every time they open an email, every time they visit your website, every time they take an action that you request them to take, or even offline actions like every time they visit your school. You then have the ability to segment out the most engaged contacts and follow them up.


Customer Relationship Management 


The next thing that we want is a fully functioning Customer-relationship management (CRM) system for our enrollments team to work with. Some schools have the enrollments team as part of the marketing team, which is ideal. Otherwise, the enrollments team would report to the principal. Either way, you need to have a good working relationship with your enrollments team. A CRM is going to help them to consistently follow up contacts. They can have a running history of your contact with each person from the first touch point. How did they hear about the college? Did they click on Facebook ads? Are they clicking on any other digital ads? Are they opening and closing the emails? Which website pages are they visiting? What are the notes that your enrollments team has on their contact from telephone calls?

All of that data is going to help you nurture prospects through, answer their questions specifically, and get them through the process of applying to become a part of your college. A CRM is also going to help you with the sales pipeline. Your sales pipeline may be that people ask for the prospectus and fees. They then receive a phone call from your enrollments team. They typically come in for a tour and put in the application. A CRM helps you follow people as they travel through that pipeline; it helps to have a visual representation of what stage each contact is at. The enrollments team can also have call and task reminders in the CRM so that they can have a daily list of the actions they need to take.




The next thing that we want in our follow-up process is automation. Automation is a set of messages that are sent when users take certain actions, they take place automatically and are really helpful for both the marketing and the sales team. These triggers can be set up for certain events, for example, if someone visits the prep page of your website, you can then automatically segment them into a prep segment, so they receive prep information and reminders about prep-related events. You can add different tags to your contacts and add notes to a contact’s file. You can add SMSs and emails to your automation that get sent out automatically at a certain time.


Email Broadcasts


The last part of our follow-up process is email broadcasts. This is a really nifty feature that I’m sure many schools are taking advantage of. Email broadcasts are a series of emails that are sent to nurture a prospect through to an action, such as coming in for a tour or putting in the application form.

The first email that you send out is the most important because it will have the highest open rate and the highest engagement rate. I recommend that schools make this first email really personal, maybe have a photo of your enrollments team or your principal. A lot of schools send out emails that are full of corporate imagery, and there is a time and space for that, but that first email, you really want to focus on deliverability, so the fewer images and clutter in that email the better. The language should be as if the principal is talking directly to the contact, so personalise it with their name, and if possible, ask for a response in that email. If a user opens that first email and responds, then the likeliness of future emails landing in their spam folder is drastically reduced.



I hope that helps you with your follow-up process. It’s a really important aspect of your marketing. Whenever I deliver Facebook or Google Ads leads to schools, the first question that I’m asking is how are you following up the leads? Is your enrollments team consistently phoning them within a day of that inquiry? Are they set to receive email broadcasts? Remember, the decision to join a school can take a few months, so it’s important that we keep in contact with these valuable leads that we’ve worked so hard to get.

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Digital Marketing Health Check | Week #6 | Messenger Marketi …

Digital Marketing Health Check | Week #6 | Messenger Marketi …

Download the Schools Marketing Toolkit

Hello everyone, welcome to week six of the Digital Marketing Health Check for your school. Today we are looking at Messenger marketing. First of all, I will tell you a little bit about what Messenger marketing is and then I’ll go through a few elements that you need for successful marketing on Facebook Messenger. 

If you are not working with us through the Digital Marketing Health checklist, it’s a 60 point checklist that I made available in my school’s marketing toolkit.

Click here to access the toolkit and work through the checklist yourself.

First of all, what is Messenger marketing? It’s relatively new and not all of us are going to be familiar with what it is, but basically, Messenger marketing involves building a Facebook messenger list, just like you would build an email list and then broadcasting messages to that list. It’s a little bit different to email marketing, in that it also allows you to have conditional logic when people message you a specific message, you can reply with a response based on what they have said. We can also integrate Chat bots into our Messenger advertising.


Build Subscribers


The first thing that we need to do is focus on building subscribers. I would have a hierarchy of importance when building subscriber lists. So for example, you may have the first priority is to build your email list. The second priority is to build your Facebook page, you may have your phone number list, your SMS list, all of that. Once you’ve built those other lists, you can focus on building contact with people through the Messenger platform.

The reason why it’s so important to build messenger subscribers is that apps such as WhatsApp and Facebook Messenger are becoming so prevalent in our society today and they get something like 80% open rate. It’s even stronger than SMS, stronger than email and it’s right at people’s fingertips.

To build subscribers, you will need third party software, just like you would need MailChimp for email marketing. You need third party software for your Messenger marketing to make sure that when people message your page, that they are then subscribed to your list.


Messenger Ads


The next thing is to actually run Messenger ads. For example, you could say: “if you would like to book a tour, message ‘book now’ and we will add you to our RSVP list”. It’s an option in Facebook Messenger, you can message your ads directly with Facebook or you can work with your third-party software to set it up so that it’s integrated and runs from your third-party software.


Website Chat


The next thing we can do, and I’ve seen some schools play in this area, is to have a website chatbot available. You can have a Facebook Messenger chat box on your enrollments pages or the main page of your website and if people message you using that chat box, they are then automatically subscribed to your Messenger list. It’s kind of killing two birds with one stone. It’s enabling them to chat with you live on the website but it’s also subscribing them to your Messenger list so that you can send them messages at a later date. 


Broadcast Messages


Next, we need to regularly broadcast messages. This can be anything from open morning invitations to tour bookings. Whenever you are emailing your audience, just think about, would this suit a Messenger campaign as well? If you have a few hundred people on your Messenger list, it’s probably well worth it to advertise an open morning to those people that are on your list. As I said before, you’ll need third party software to do that.


After Hours Messenger Bots


Then the last element for your Messenger health is to have after-hours Messenger bots. This is great for, say someone’s looking at your website at 8:00 pm, you don’t have an enrollments team on hand, but they have a question. You can set up what’s called a Facebook Messenger chatbot where people can ask questions like, “what are your school fees?” and you set up automatic replies to engage with them in a fun and light-hearted way, while still giving them the response that they need.

You can set up for it to send them the fees, you can set it up for them to give you your opening hours, you can set it up for them to go to a tour booking page, any of those options. It’s so effective because it’s right at that point of decision when people are on your website, and they want someone to talk to, there’s no one available but they want an answer to their question. It’s engaging, it’s fun and it solves their problem of needing information that they don’t need to then go and browse your website to find.


I hope that helps you. As I mentioned before, if you haven’t done so already, work through the Digital Marketing Health checklist. I’ve got a few things for you to go through and consider for your Messenger marketing. This is a field that schools haven’t really owned yet but I really hope that in terms of grasping new, innovative marketing concepts, that this is something that a lot of schools start to integrate into their marketing. Okay, thank you.

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Digital Marketing Health Check | Week #5 | SMS Marketing

Digital Marketing Health Check | Week #5 | SMS Marketing

Welcome to week five of the digital marketing health check for schools. Today, we are taking a look at SMS marketing. It’s often a little overlooked element of our digital marketing for schools, but I thought it was worth a place in this digital marketing health check series because it’s something that can enhance our marketing efforts dramatically.


We will be going through our 60-point checklist, remember to score your school as we go. It’s perfect timing if you’re planning for your 2019 marketing strategy, this is basically your to-do list for your digital marketing plan.

You can get the toolkit with the checklist on my website, it’s

Okay, so let’s look at the elements needed for successful SMS marketing for schools.


Build a Mobile Database


The first step in building a healthy SMS marketing platform is to collect mobile numbers. The way to do this is to ask for people’s name, phone number, and email address on opt-in forms. Try to remember to collect the mobile number in international format so that it works across different platforms


Appointment Reminders


The next thing that you can do with SMS is to send appointment reminders. This is something that I learned when advertising our open mornings – to send SMS reminders the Friday before an event so that they could discuss it with family and make arrangements to attend. This step alone dramatically decreased our non-attendance rate.


Campaign Tracking


SMS is a very convenient way to track the effectiveness of our traditional marketing campaigns. When running a leaflet drop campaign, you could include the option to sms the words “book now” to register for an open event. The user will then get another sms to provide their email address. This provides you with both their email address and phone number in a trackable way.


SMS Broadcast


The last way to use SMS is to send out SMS broadcasts to your list. SMS is a very personal and private space, so make sure that you don’t overstep the mark and use this too much. Broadcast sms for one or two big events each year and make sure to include your college name in the message. You can assume that most people have a smartphone so don’t forget to include a shortened URL if needed.


I hope that you are actually using SMS in your school’s marketing strategy. Let me know in the Marketing Mastery for Schools Facebook group. Let me know in the group how you are using SMS in your marketing.

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Digital Marketing Health Check | SEO for Schools

Digital Marketing Health Check | SEO for Schools

Welcome to week four of the Digital Marketing Health Check for Schools. Today we are covering search engine optimisation, or SEO. In week one, we covered your school’s website, in week two we covered Facebook ads, and in week three we covered Google AdWords.

SEO is also vital part of any school’s marketing strategy. We need to be strategic about how we approach our SEO so that we’re not going around in circles and not having anything to show for all our hard work – it may be called “organic traffic” or “free traffic”, but there’s actually a lot of hours and work that go into making SEO effective.

We will be going through our 60 point checklist, remember to score your school as we go. It’s perfect timing if you’re planning for your 2019 marketing strategy, this is basically your to-do list for your digital marketing plan.

You can get the toolkit with the checklist on my website, it’s

The first thing that we want to do when we’re looking at our school’s SEO strategy is to have a clear keyword list. We need to be really clear about which keywords we want to target and also know which ones aren’t really worth our effort. When I first got started out in search engine optimisation people would walk into my office and ask “are  we ranking for this keyword or that keyword?” And I could clearly know if that keyword was worth our time.


Which Keywords are worth targeting?


The first thing that will give you a pointer in the right direction is your competitor’s websites. Have a look at their content on their website, their site title, and their H1 headings to see if there’s any specific keywords that you can see consistently across a few websites.

Secondly, the Google Ads Keyword Planner is a great resource to use. You’ll need a Google Ads account though. This tool is really for people who are planning their Google Ads campaigns, but it can also be used to give insight into your search engine optimisation. Research possible keywords with the tool and look our for keywords that have high frequency in search but low competition.


Google Search Console


Google Analytics no longer provides detailed information on the keywords people searched to find your site, but you can use a tool called Google Search Console. You can also look your ranking for keywords – the position you are placing at for in searches. Lots of people may be searching for a specific keyword but because you are so far down in ranking, no one is clicking on your school’s website. These keywords would be the first to focus on.


Landing Pages


The next thing that we need for our search engine optimization strategy is to have specific website pages that match your keyword goals. This is why digital marketing is so much hard work, your whole digital marketing strategy needs to be streamlined and working together to get the best results for you.

Your landing page should be keyword rich, that keyword should be in the page hyperlink, the page name (page title), it should be visible in the first two lines of your copy, and throughout the general content of that page.

Images should be tagged with the keyword and also have the keyword in the image description so that your site can start to rank in image searches as well.

I recommend having a one-page checklist for your team to refer to when adding new content to your website. Good SEO is a habit that needs to be built into your team culture.


Google Maps


Another major SEO tool that a lot of schools overlook is Google Maps. This is absolutely huge and transformational for schools’ marketing and getting traffic to your site.

Not only do you have to have a Google Maps listing (most schools do), but a lot of effort needs to spend optimising your listing so that it appears on top of results.

You Google Maps listing should contain your overall site keyword used in descriptions and text. Make sure that your listing is also updated with your telephone number and website url and fresh images and videos.

Reviews are hugely important for your listing. A lot of schools switch their reviews off because they are petrified of negative reviews but putting a lot of intentional effort into getting positive reviews will really increase the traffic you get from Google Maps.


Regular New Content


The next thing you’ll need for your search engine optimization strategy is regular new content to your website. Schools may or may not have a blog as part of their website, but I recommend that you update your content and add new content to your website at least once a week.

Google is all about relevant traffic and the number one way that they know if your content is relevant is if it is timely and regularly updated. Google wants a constant stream of traffic that is fresh and regularly updated.

All of the factors that where covered in the first part of this series looking your website’s mobile friendliness, site structure and navigation play an important part in your website’s SEO. If you are going to start spending some energy on your search engine optimization I highly recommend working through the first episode.

Okay, so that covers the fundamentals of your school website’s search engine optimisation. Be sure to work through the questions that are in the 60-point checklist.

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Digital Marketing Health Check | Week #3 | Google Ads Health

Digital Marketing Health Check | Week #3 | Google Ads Health

Today is the third part of our Digital Marketing Health Check eight-part series and we will be looking at your school’s Google Ads health. Google online advertising is part of our top layer, all the ways that you draw attention to your college and promote your college.

We will be going through our 60 point checklist, remember to score your school as we go. It’s perfect timing if you’re planning for your 2019 marketing strategy, this is basically your to-do list for your digital marketing plan.

You can get the toolkit with the checklist on my website, it’s

Hello everyone, welcome to week three of the Digital Marketing Health Check for your school. Today we are covering Google Ads, formerly known as Google Adwords. In the first week of our Digital Marketing Health Check, we looked at the health of your school’s website. The second week we covered your Facebook advertising accounts and all the elements you need for success there. And today we are looking at your Google Ads account.

If you haven’t done so already, you can download the 60-point checklist that we are working through here. Each week we ask questions regarding a particular element of your digital marketing. It’s available in the Schools Marketing Toolkit, as well as a whole bunch of resources to help you market your school.

If you haven’t done so already, you can join the group for school marketers, it’s called Marketing Mastery for Schools. Let’s get started on your Google Ads health check.


Account Access

The first thing that we’re going to look at when it comes to your Google Ads account is, do you have access to any of the campaigns that are running? I mentioned this point with your Facebook advertising and it’s something that I see again with your Google Ads account, is that when some agencies set up their advertising for you on your behalf, they actually are setting it up under their own account instead of creating ads under your account. So make sure that you have full access and that ads are being created under your account. This is good for accountability, you can actually see how much you are being charged per click and not relying on the agencies reporting, and also it helps you to build a history within your account and if you ever have to stop advertising with them then you won’t lose all of that hard work and foundational work that you’ve actually paid for.

Account Structure

The first thing that you need for a successful Google Ads account is to have a really tight net account structure. Make sure that your agency is setting up keywords within similar categories. For example, if you have a desire to advertise for prep enrollments, make sure that all the keywords have the word “prep” in them and are then kind of categorised and bucketed into an ad set for prep enrollments. So we’re not going to have one ad set that’s going for prep enrollments, one that’s going for secondary enrollments, one that’s looking at kindy and things like that. You want to kind of structure all the related keywords together. And you can segment according to interest, so things like prep enrollments, or you can segment according to geographical areas that you want to target. It all depends on the results that you want to achieve.


The next thing that you’ll need for a successful Google Ads campaign is to have your account actually measuring conversions. It’s similar to the way Facebook measures conversions, except Google Ads groups all your conversions into one bucket and it measures all ads to see if they get any conversions. One thing to note about conversions from Google Ads versus conversions from Facebook is Google search ads are targeted towards people that are looking to take action now. So someone is looking for a prep school to enrol their child in, they click on your ad, you should see a conversion from them. You do pay a high cost per click in Google Ads, but the intent is a lot higher in terms of the traffic that you’ll get from Google advertising.

Landing Pages

The next thing that you need is a great landing page. And the landing page should follow that same account structure. For example, with your ad set for prep enrollments, you would then create a specific landing page for that ad set that mentions the keyword “prep enrollments” and has a photo of prep students. Customise your landing page exactly for that ad set. What Google is looking for here is that continuous flow of intent. Your keywords have the word “prep” in them, your ad copy has the word “prep” in it, and then your landing page also has “prep students” and uses the “prep” keyword. If you have that consistency then your account will be set up correctly. As you can see, there’s quite a lot of work involved. If you have five or six ad-sets for your school there’s quite a lot of work involved in terms of creating landing pages specific to the copy that you are writing.

Optimisation – Negative Keywords & Culling

Once your account is neatly set up, you will need to have someone go into your account on a weekly basis and optimise your account for the best results. The way to do that is to remove keywords that are not working for you. You can see the search terms that people searched and how they found your ad and remove any keywords from your campaign that aren’t generating results. You’ll also need to go and look at the ads that are being shown a lot and maybe even generating a lot of clicks but aren’t actually creating any conversions and you would need to remove those, create new ones, and optimise your account on an ongoing basis.

Split Testing

The next thing that you need for a successful Google Ads account is to set up split testing. The same concept as we have with Facebook, you’ll want to have at least two ads per ad set. Another distinction that we need to make when it comes to Google online advertising is that you’ll also want to run separate ads for mobile and desktop. That way you can compare how mobile is performing versus desktop. Things that will influence that are the mobile-friendliness of your website and things like that. If you see you are getting much better results on desktop you could switch off mobile advertising or vice versa.

New Keywords

Now, if you keep your account very clean and structured you will soon notice that you start culling keywords and ad sets that aren’t working for you, so your campaign will get more and more precise but it’ll also get more and more narrow. We need to keep that volume up, so we want to be continuously adding new keywords and new ideas to our campaign so we can keep refining our results but then also growing and trying new things in our Google Ads account. Google Ads thrives when you are consistently updating and tweaking your campaigns.



Google advertising is quite labour-intensive, there’s a steep learning curve, but there is a lot of opportunity for schools marketers when it comes to Google Ads because it’s considered to be a non-competitive niche when compared to other service offerings. Schools are getting low cost-per-clicks and those clicks, as I’ve mentioned before, show really high intent for enrollment.

If you have the checklist, make sure that you go through each of the questions that I’ve asked for your Google Ads account. You should have about a 20% conversion rate on your landing pages, you should have a landing page for each keyword. Work through those questions and make a to-do list for your Google Ads campaign. Thanks for tuning in, I’ll see you next week for part 4 of the Digital Marketing Health Check for your school.

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