ENROLLMENT CAMPAIGN
Exceeding enrollment goals through multimedia and multi-contact marketing tactics
Alief, one of the largest school districts in Houston, Texas, serves an immensely diverse community of families, both in ethnicity (90+ languages spoken) and in economic status. As the 2021 school year approached, it was critical for Alief to reach this diverse group and grow student enrollments, or it would lose state funding due to a loss of enrollments during the pandemic.
Our Assignment
Alief ISD set a lofty goal of 3,200 incremental student enrollments for the 2021-22 school year and chose Steel to get the acquisition ball rolling.
CLIENT:
RESULTS:
8,772
New Students Acquired
57
MM+
In Funding Recovered
Here’s how we did it
We partnered with EdVantage Strategy Group to identify target households with unenrolled children in the home. Through conversations with stakeholders and a review of public data sources, Steel determined that the greatest opportunity was in the Pre-K/EC/Kinder age groups due to child care issues brought on by the pandemic.
Creating flexible class and after-school care options and broadening enrollment eligibility areas were the key to bringing in the much-needed additional students. Through targeted, house-to-house canvassing, we were able to pinpoint these families and get this valuable message out to the right audience.
Tactics
- Stakeholder interviews
- Situation analysis
- Target identification
- Campaign theme development
- Creation of an online landing page
- Collateral development
- A multi-touch, versioned email campaign
- Online ads and media placement
- Direct mail
- Door hangers
- Canvassing team selection, scripts and training
- Door-to-door canvassing coordination and tracking
- Spanish translations
Results
Our high-impact campaign resonated with so many parents, it generated 9,562 conversions and ultimately recruited 8,772 new students—ultimately recovering $57,018,000 in state funding!
