Two men in an manufacturing plant
B2B Industrial Manufacturer
September 29, 2020
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Charter School

Elementary school teacher in her classroom

The Challenge

A K-12 system needed to drive fall enrollment applications.

The Goal

Increase on-site conversions — e.g., form fills and phone calls to schedule a virtual tour.

The Solution

Our omnichannel media approach — targeting three Texas DMAs — included display (DallasNews.com and programmatic), YouTube, paid social (Facebook and Instagram), email, native content, and paid search.

Using Google Tag Manager (GTM), we implemented conversion tracking across the funnel. We used a top-volume keyword in ad copy, and 44% of all searches came from that one keyword alone — indicating our omnichannel approach drove success across the entire journey, from building awareness to driving engagement to generating demand.

The Results

The school saw double the number of weekly applications during the enrollment period, surpassing the fall enrollment goal by 2,150 before summer break began.

2,150

Enrollments above goal

100%

Increase in weekly applications

11%

Increase in registered students over prior year