Bringing Kids Back to School

LEAD GENERATION CAMPAIGN

Increasing leads in a competitive market through a high-impact campaign

One of the largest school districts in the fast-growing San Antonio market, Northside ISD (NISD) experienced an unprecedented enrollment drop after COVID-19 school disruptions. In an increasingly competitive market among charter schools, private schools and homeschool options, NISD was competing for enrollment for students as never before. The district saw a total drop in enrollment representing an estimated $19 million in lost funding.

Our Assignment

Steel was asked to raise the esteem for the local public schools within the district boundaries and to drive inquiries to the district that would increase current and next-year enrollment numbers.

CLIENT:
WITHIN THE FIRST SIX MONTHS:

120,000

Registration Page Visits

4,307

Registration Inquiries

Here’s how we did it

Steel helped its communications team:

  • Construct a targeted campaign database of households with unenrolled children living in the district
  • Create heat maps of where potential (unenrolled) students live
  • Strengthen the NISD brand top-level messaging and increase awareness of key educational programs
  • Create lead generation campaign theme and develop target-specific messaging to the target segments by age/grade of child
  • Reach targeted households across multiple media including mail, email, text, print, earned media, digital, search and in-district channels
  • Refine creative strategy through comprehensive reporting and ongoing campaign and content analysis
  • Design a better journey from email, social media, and digital advertising through the website, ultimately leading to recruiter contact

Tactics

We employed integrated:

  • Situation Analysis
  • Target Identification
  • Database Creation and Data Acquisition
  • Brand Messaging
  • Campaign Theme Development
  • Collateral Development
  • Multi-touch, Versioned Database Marketing
  • Media Placement
  • Online Ads
  • Social Media
  • Website and Landing Page Journey
  • English/Spanish Versioning
  • Measurement and Reporting

Results

Our high-impact campaign resonated with so many parents, it generated 120,000 registration page visits and 4,307 inquiries within the first six months!