Background
Mindpath Tutoring is a Newcastle-based tutoring provider founded by Ian Harborne and Ben Harborne. Built on a people-first philosophy, Mindpath focuses on personalised one-on-one tutoring that supports students academically while building confidence and resilience.
Unlike larger tutoring franchises, Mindpath delivers tailored tutoring sessions either in-home or online, allowing students to learn in a comfortable environment with focused attention from experienced tutors.
Ian Harborne explains the motivation behind the business:
“The classroom environment isn’t always the right fit for every student. Tutoring fills that gap by providing personalised support and encouragement so students can overcome challenges and achieve their learning goals.”
As the 2026 school year approached, Mindpath wanted to proactively reach parents who might be concerned about their child’s academic performance following end-of-year reports.
As a long-term marketing partner through Method Marketing’s Outsourced Marketing Department service, Mindpath engaged our team to design and execute a targeted digital campaign that would:
- Generate new tutoring enquiries
- Increase brand awareness among parents of school-aged children
- Capture demand during a key decision-making period between school reports and the start of Term 1
The Challenge
Tutoring services tend to experience spikes in demand at specific times of the year, particularly after school reports are released and at the beginning of a new school term.
Mindpath needed a marketing strategy that could:
- Reach parents when academic concerns were top-of-mind
- Clearly communicate the value of personalised tutoring
- Convert online interest into genuine enquiries from families seeking support for their children
The campaign also needed to target a geographically defined audience across Newcastle, Lake Macquarie, Port Stephens, Maitland and the Central Coast while keeping acquisition costs efficient.
Our Approach
Method Marketing developed a multi-channel campaign combining Google Ads, Meta Ads and a dedicated landing page designed to convert interest into enquiries.
Katie Cowling, Digital Services Director at Method Marketing, explains the strategy:
“For tutoring businesses, timing and messaging are critical. Parents are most likely to look for support immediately after school reports or at the start of a new school year. We designed the campaign to align with those moments, making sure Mindpath appeared when parents were actively searching for solutions.”
Strategic Timing & Messaging
The campaign was structured around two key behavioural moments for parents:
1. Post-Report Period (Boxing Day – Start of School Year)
Messaging focused on addressing concerns about school results:
“How was your child’s school report? If the results weren’t what you hoped, now’s the time to take action.”
This message resonated strongly with parents reviewing academic results during the holiday break and considering additional support for the year ahead.
2. Early Term 1 Enrolment Push
Messaging shifted to a proactive positioning:
“Give your child a head start in 2026. Start early. Build confidence. See lasting results.”
This emphasised long-term academic success and the benefits of building strong study habits early in the school year.
High-Intent Google Search Campaign
Google Ads captured demand from parents actively searching for tutoring services in the region.
Keywords targeted high-intent queries such as:
- tutoring services
- tutors near me
- in-home tutoring
- tutoring Newcastle
- maths tutor
- private tutoring near me
Katie explains:
“Search advertising is incredibly powerful for services like tutoring because parents often start with a Google search. By targeting the right keywords and geographic locations, we were able to connect Mindpath with families already looking for help.”
Targeted Meta Advertising
Meta (Facebook and Instagram) ads allowed us to reach parents earlier in the decision process and build awareness among families who may not yet have started actively searching for tutoring.
The campaign targeted:
- Parents of primary and secondary students
- Families located across the Newcastle and Hunter region
- Audiences with interests in education and academic achievement
This channel helped reinforce brand awareness while generating additional enquiries.
Dedicated Campaign Landing Page
To maximise conversion rates, we built a dedicated campaign landing page that clearly communicated the Mindpath value proposition and made it easy for parents to enquire.
The page highlighted:
- Personalised 1-on-1 tutoring
- Flexible in-home and online sessions
- Curriculum-aligned programs
- Specialist tutoring for NAPLAN, HSC and selective schools
- A strong reputation supported by 5-star Google reviews
The page included a simple enquiry form designed to reduce friction and encourage parents to reach out.
Key Results
The campaign ran from 26 December 2025 to 10 March 2026 and delivered strong results across both advertising platforms.
Campaign Performance
- Total Leads Generated: 138 enquiries
- Average Cost Per Lead: $43.08
- Potential Revenue: $110,400 (based on Mindpath’s customer lifetime value and conversion rates)
- ROI: 1700%
By aligning messaging with the moments when parents are most likely to consider tutoring ( immediately after school reports and at the beginning of the school year), the campaign successfully generated a steady flow of enquiries for Mindpath.
The combination of high-intent Google search traffic and targeted social media advertising ensured Mindpath could reach parents both when they were actively searching for help and when they were simply exploring options for their child’s education.
For Mindpath, this meant not just more enquiries, but conversations with families actively seeking support for their children’s academic progress.
Ben Harborne reflects on the campaign’s impact:
“The campaign helped connect us with families who genuinely needed support for their children. We saw a strong flow of enquiries and had conversations with parents who were ready to take action and invest in their child’s education.”
Angela Henderson, Client Services Director at Method Marketing, explains the broader lesson:
“When marketing is built around real customer behaviour — understanding when people start searching and what motivates them — campaigns become far more effective. It’s about meeting people with the right message at the right time.”
Ready to Generate More Leads for Your Business?
At Method Marketing, we help service-based businesses grow through strategic digital marketing campaigns that generate real enquiries and measurable results.
Whether you need help with:
- Google Ads
- Meta advertising
- Landing page design and conversion optimisation
- SEO and website strategy
- Marketing strategy
- Ongoing outsourced marketing support
Our team can design a marketing strategy tailored to your business.
