Our client, an independent preparatory school, reached out for assistance in boosting its applications and admissions response. Their goal was as much a matter of generating quality leads as it was quantity. 

This case study tracks our process from integrating client values into our strategy to implementing practical steps toward our client’s goal.

Project

It is elementary knowledge that the formative years between kindergarten and fifth grade have as much to do with social development as they do education. A pillar of our client’s value structure is social aptitude, with the goal that students not only advance through an academic curriculum, but develop confidence in their own character and identity.

We consider our client’s values to be an essential component in planning a campaign strategy. Working with the client, we identified an approach that would serve their overall dedication to students’ social development. We presented a plan to cultivate applicants from diverse communities and with unique experiences.

Execution

Having created a conceptual strategy in line with our client’s values, we moved on to its actionable components. 

We established a timeline for two distinct campaigns corresponding to existing phases of academic enrollment. These were an Open House Campaign and an Admissions Campaign. The direct goal of each campaign was to increase turnout from target demographics at either stage. 

We then launched a series of creative deliverables across multiple channels including print, email, and landing pages. Each item received a specific budgetary allocation and project rationale related to target demographics and overall purpose. 

The second phase in particular included actionable steps to convert leads. Having generated user interest, we tied value propositions to clear calls to action. Distinct landing pages and targeted emails finalized steps for admission.

This effectively concluded the campaign as it pertained to the client’s goals. However, as a final addition, we included prospective plans for future ideation and project assessment. Proposed additions included such items as a follow-up survey and planning adjustments for future campaigns.

Conclusion

The first phase alone brought in 50 new applicant leads with a minimal budget. Overall, the dual-part campaign proved successful in ensuring that the client was optimally prepared to reach their applications and admissions goals. Ultimately, we empowered our client to reach their target audience, with a direct impact on student enrichment.