Campaign Breakdown
When Robbie Peters, Director of Football Star Academy Essendon in Melbourne, got in touch with SoudCoh — a leading marketing agency also based in Melbourne — he had a clear goal: grow his franchise and boost enrolments for kids aged U5 to U15.
To make it happen, we developed a high-impact lead generation strategy that included top-quality video production, Facebook and Instagram advertising, CRM automation, and AI-powered engagement tools.
We kicked things off by filming a trial day in December 2024 from multiple angles, including drone footage to capture the scale and energy of the event. This was then turned into an engaging video ad designed to stop parents in their tracks as they scrolled through Facebook and Instagram.But a great ad is just one piece of the puzzle. We launched a lead form campaign to collect parent details, hooked it up to a custom CRM, and set up automated SMS and WhatsApp follow-ups — making sure every enquiry was followed up smoothly. On the day of the trial, we also used QR codes for easy check-ins, allowing us to track attendance and engagement in real time.
This full-scale marketing strategy streamlined the enrolment process, boosted conversions, and helped Football Star Academy Essendon grow quicker and more effectively. Here's how we pulled it off.
The Problem
Despite having a solid football program led by experienced coaches and a structured approach to developing young talent, Football Star Academy Essendon struggled to attract fresh faces and fill out their trial sessions.
The training was top-notch, but turning interest into action was a challenge. While plenty of parents expressed interest, many didn’t end up bringing their kids along to the pitch.
Low Lead-to-Attendance Conversion Rate
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Lack of Local Brand Awareness
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Inefficient Lead Tracking and Communication
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Trial Day No-Shows and Drop-Offs
Many parents who signed up for trial sessions did not show up due to a lack of reminders or engagement. There were no automated SMS or WhatsApp reminders, and no system to track attendance or collect data from parents who attended.
No Automations
The lack of automation led to everything being done manually. This caused inefficiencies and wasted human hours on tasks that could easily be automated. For example, instead of manually sending a link to parents after they scan a QR code, this could be automated and done instantly upon their arrival at the trial.
Scalability Problems
The lack of automation and a structured CRM system hampers our ability to scale and open new locations. Manual processes and scattered information make it difficult to manage leads and trial sessions efficiently, limiting growth potential.
With these challenges in mind, we needed a marketing strategy that did more than just generate leads—it had to engage, nurture, and convert them into committed attendees while also streamlining tracking and follow-ups.
Key Elements of the Marketing Strategy
To tackle the challenges faced by Football Star Academy Essendon, we rolled out a layered marketing strategy that didn’t just bring in leads — it nurtured them, lifted attendance rates, and made follow-ups a breeze.
The strategy brought together high-quality video production, laser-targeted Meta (Facebook and Instagram) ads, automated lead management, and real-time tracking to drive efficiency and boost conversions.
Video Production for Maximum Engagement
We captured a trial session using a three-camera setup, including sweeping drone footage to highlight the scale of the event. Close-up shots of the kids, parents, and coaches helped create an emotional connection with viewers.
The footage was then turned into several punchy promo videos for Meta ads, with additional clips set aside for future campaigns — making this a cost-effective, long-term content solution.
Targeted Meta Advertising Campaigns
Facebook and Instagram ads were aimed at local parents with children aged 5 to 15, with messaging focused on inclusivity and welcoming kids of all skill levels.
We ran A/B tests to find which ad formats worked best for engagement and lead generation. Lead forms were built directly into the Meta ads, making it easy for parents to sign up on the spot — without ever leaving the app.
CRM and Automation for Lead Management
A custom CRM was implemented to manage leads efficiently. Automated SMS and WhatsApp messages were sent immediately after sign-up, keeping parents engaged from the get-go. An AI chatbot handled common queries, easing the load on staff. Leads were sorted into columns like new enquiries, confirmed attendees, and those who showed up on the day — keeping everything organised and actionable.
Trial Day Tracking and Optimisation
Ahead of the trial day, we sent out automated reminders via SMS and WhatsApp — which significantly cut down on no-shows. At check-in, QR codes made it quick and easy for parents to confirm attendance. The check-in form also gathered key info like children’s names and ages, improving the quality of follow-ups and personalising the next steps.
Capturing Attention with Video & Creative Content
With fierce social media competition, we used high-quality video, compelling ads, and strategic retargeting to capture parents' attention and drive action.
Top-of-Funnel Video Advertising
We used the high-impact video trailer as the hero creative for Facebook and Instagram ad campaigns, tapping into emotional hooks like fun, skill-building, and inclusivity.Shorter edits were optimised for Instagram Stories and Reels to boost reach, with captions and punchy headlines making sure the message landed even without sound.
A/B testing revealed that video ads consistently outperformed static images when
High-Converting Lead Forms
We used static image and carousel ads for retargeting, reinforcing key messages and re-engaging parents who had already shown interest. These ads showcased the academy’s fun, skill-building environment, helping to keep the brand top-of-mind and drive higher conversions through high-quality lead generation.
Lead Generation with Meta Advertising
Generating leads was only the beginning — strong follow-ups and nurturing were crucial to lifting attendance from a 5% turn-up rate.
We rolled out automated SMS and WhatsApp reminders, a structured CRM system, and an AI-powered chatbot to make sure no sign-up slipped through the cracks and parent enquiries were managed smoothly.
Inclusive Campaign Results
We launched interest-based and location-targeted campaigns across Essendon, reaching parents with children under 15. The ads focused on inclusivity, making it clear that kids of all skill levels were welcome. A/B testing across video ads, carousels, and static images helped us fine-tune engagement and bring down the cost per lead.
Creating Highly Engaging Creative Ads
Meta lead forms were embedded directly into the ads, allowing parents to sign up quickly without leaving Facebook or Instagram. Pre-filled fields captured key details for a seamless experience, reducing drop-offs. The mobile-friendly layout made engagement easy, while automated confirmation messages reassured parents that their enquiry had been received.
Retargeting Strategy to Maximise Conversions
We retargeted parents who had interacted with the video ads but hadn’t completed the lead form, keeping them in the conversion funnel. Carousel and static image ads served as reminders about upcoming trial sessions, while follow-up ads encouraged sign-ups and confirmed attendance. Ad frequency was carefully managed to maintain visibility without overwhelming the audience.
Generating High-Quality Leads at a Sustainable Cost
Attracting interest was only half the battle — the real challenge was ensuring those leads were serious, financially capable, and ready to invest. Our goal was to build a robust marketing system that not only attracted pre-qualified investors, but did so in a way that maintained cost efficiency, maximising return without inflating ad spend.
By combining precise audience targeting, seamless lead forms, and retargeting strategies, we ensured that Football Star Academy Essendon not only attracted new leads but successfully converted them into trial session attendees.
Automating Follow-Ups & CRM Integration
Bringing in leads was only the first step — boosting attendance from a 5% turn-up rate relied heavily on strong follow-ups and nurturing.We set up automated SMS and WhatsApp reminders, a streamlined CRM system, and an AI-powered chatbot to make sure no sign-up slipped through the cracks and parent enquiries were handled promptly and professionally.
Custom CRM Setup for Lead Tracking
We developed a tailored CRM system for Football Star Academy Essendon to streamline lead tracking and management. Leads were sorted into custom opportunity columns — from new sign-ups to confirmed attendees and trial participants — with QR code check-ins helping to track attendance. This setup gave the academy’s team greater visibility into lead progress, supported smarter decision-making, and enabled more personalised follow-ups to lift conversion rates.
Automated SMS & WhatsApp Sequences
Instant SMS and WhatsApp confirmations were triggered as soon as a parent signed up, ensuring quick and effective engagement.
Automated reminders were sent in the lead-up to the trial to minimise drop-offs, with personalised messages that addressed parents by name. Last-minute reminders on the day of the trial helped maximise attendance.
AI Chatbot for Instant Enquiries
To support lead engagement around the clock, we integrated an AI-powered chatbot via SMS and WhatsApp.
This handled all enquiries from the Facebook and Instagram campaigns, providing instant answers about trial details, age groups, requirements, and enrolment. Parents could also confirm their attendance directly in the chat — increasing commitment and reducing manual work.
Results and Impact
Through a well-planned digital marketing campaign, combined with automation and real-time tracking, we helped Football Star Academy Essendon attract, engage, and convert more parents into committed academy members.This strategy set the stage for sustainable growth and long-term success.
Increased Lead Generation & Lower Cost Per Lead
The Meta ad campaign brought in a higher volume of quality leads while reducing the cost per lead (CPL). High-impact video content drove stronger engagement, lifting click-through rates and increasing lead intent.
Higher Trial Attendance & Engagement
Automated SMS and WhatsApp reminders, built into the campaign, helped lift attendance rates at trial sessions. QR code check-ins made it easy to track who turned up, allowing for sharper follow-ups and better conversion strategies. Compared to past campaigns, trial attendance saw a noticeable improvement.
Improved Lead Nurturing & Conversion Rates
Our strategy made full use of a custom CRM for structured lead tracking, ensuring every enrolment opportunity was captured.The AI chatbot streamlined communication by instantly responding to parent enquiries, minimising delays and keeping engagement high. A well-organised post-trial follow-up campaign played a key role in converting more attendees into full-time academy members.
Key Takeaways & Future Strategy
The success of Football Star Academy Essendon’s lead generation campaign was driven by a strategic combination of digital marketing, automation, and engagement-focused follow-ups. By optimising every stage of the customer journey—from initial ad exposure to trial session attendance—we created a system that not only attracted more leads but also converted them effectively into academy members.
Key Lessons from the Campaign
Video content is a game-changer – High-quality, professionally shot videos consistently outperformed static ads in both engagement and conversions, cementing their place as a key asset for future campaigns.
Automated follow-ups drive higher attendance – Automated SMS and WhatsApp reminders, paired with AI-powered chatbot responses, played a vital role in keeping parents engaged and helping ensure they turned up on the day.
Real-time tracking improves decision-making – The introduction of QR code check-ins and CRM-based lead management made it easier to monitor attendance in real time and optimise trial sessions moving forward.
Retargeting is essential – A significant number of sign-ups came from parents who engaged with ads early on but needed a few extra touchpoints before making the commitment — showing just how important retargeting really is.
Future Growth Strategy
Expand the video library – Make the most of existing footage by repurposing it for future campaigns, while also capturing fresh content to keep promotions vibrant and engaging.
Scale ad campaigns – Build on proven creatives and targeting strategies to broaden reach and attract even more local families to the academy.
Optimise lead nurturing – Introduce extra touchpoints — like email sequences and social media interactions — to further improve conversion rates and keep parents engaged.
Enhance trial session experience – Continue to refine the QR code check-in system and personalise follow-ups to maximise trial sign-ups and boost long-term enrolments.
With a proven framework for generating leads, engaging parents, and driving conversions, Football Star Academy Essendon is now well-placed to scale its franchise and attract new players at a much larger level.
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