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Case study

Ali Public School — technology and marketing for a school group

From one campus website to the whole group's technology and marketing, across both campuses.

Role
Digital growth partner, then Group IT & Marketing Analyst
Stack
Meta Ads Manager, Instagram, Facebook, LinkedIn, Next.js, Classster, Xero
Year
March 2024 — today
alipublicschool.com.pk (opens in a new tab)apspremier.com (opens in a new tab)On Thinkova (opens in a new tab)

The problem

It started with one website for the Premier campus. Then a 30-page prospectus. Then the social media, from zero. Then the ad campaigns for the school opening. Two years later I handle technology and marketing for the whole group across both campuses.

Most of what I know about building things people actually depend on, I learned here — because when something broke, it broke for a real school on a real morning.

The decisions

  1. 01

    A content calendar, not one-off posts.

    The school's social presence needed regular, consistent content — announcements, admissions updates, campus life — instead of sporadic posts. I set up a recurring calendar kept consistent with the school's branding across Instagram, Facebook and LinkedIn.

  2. 02

    Marketing run as a system.

    A five-pillar marketing strategy presented to ownership, and an 8-sheet marketing system covering the content calendar, campaign budget, lead tracking and reporting — so every rupee and every lead can be traced.

  3. 03

    Paid campaigns planned and run end to end.

    Meta ad campaigns for admissions drives, and Special Ad Category recruitment campaigns for hiring — set up, run and reported in Meta Ads Manager.

Meta Business Suite ads summary for APS Premier over 90 days: 577.4K views, 204.3K viewers, 69,188 engagements and 5,458 link clicks.
apspremier.com — Explore Our Programs: early years, junior primary, co-curricular and campus.
alipublicschool.com.pk — the main campus site.

Print

A 30-page institutional prospectus.

Designed end to end for the school and laid out in the school's own branding.

The Ali Public School Premier Campus prospectus cover, with the campus under an open sky.
The prospectus's Welcome to APS Premier page, with the school's four pillars.

Social media

Both campuses, run every week.

Digital marketing on Thinkova (opens in a new tab)

I run the school group's pages on Facebook and Instagram: the main Ali Public School page, with 17K followers and a 96% recommendation rate from 15 reviews, and the Premier campus accounts, which I started from nothing.

In the last 30 days the Premier campus Instagram alone reached 16,868 views from 214 posts and 146 followers.

  • Facebook
  • Instagram
  • Content calendar
  • Insights reporting
The Ali Public School Facebook page: 17K followers, 96% recommend from 15 reviews.
The Ali Public School – APS Premier Facebook page.
The apspremier.official Instagram profile: 214 posts and 146 followers.
Instagram insights for the last 30 days: 16,868 views.

Design

Every post designed in the school's own brand.

Hiring drives, events and classroom moments — each one designed in the school's crest colours and typefaces, for both campuses.

Join Our Premium Faculty — the APS Premier hiring post for English, Business Studies and Geography teachers.
Career Counselling Session with Ali Afridi, FCA, founder of Ali Public School — the main campus event post.
Know Your Five Senses — an illustrated classroom post for the Premier campus.

Meta ads

577.4K views from ten ads.

Over 90 days (2 August – 30 October 2026) APS Premier ran 10 ads for Rs78.76K: 577.4K views, 204.3K people reached, 69,188 post engagements and 5,458 link clicks.

The hiring campaign for new faculty did the most work — one boosted post alone reached 41,581 people and drove 1,260 link clicks; another brought 73 phone calls.

  • Meta Ads Manager
  • Special Ad Category hiring
  • Admissions drives
Meta Business Suite ads summary for APS Premier over 90 days, with the two hiring ads and their results.
A 30-day performance dashboard: 23,993 views and 548 viewers.

APS Group

Two formal roles in a matrix structure.

In October 2026 the group restructured, and I was given two roles reporting to group leadership across its branches: Group Marketing Analyst and Group IT & Digital Services Analyst.

  • Leading the Classster (student CRM) rollout across the group
  • Leading the Xero (accounting) rollout across the group
  • Cyber security, data governance and digital infrastructure policy
  • Researching and planning AI adoption for classroom use