Case Study: How did an Independent School District generate awareness and increase enrollment?
CHALLENGE
An independent school, is the second-largest school district in Texas and the 17th-largest in the United States with over 200 schools. Throughout the course of the last few years, they have trusted AlwaysOn Digital with increasing awareness of their specialty programs as well as increasing enrollment of new students. With a cross-channel marketing effort that includes social media and open web tactics utilizing video, image, and CTV creative, AlwaysOn Digital was tasked to drive incremental enrollment, signups, and awareness to their school.
SOLUTION
An outcome-oriented digital marketing strategy was implemented, leveraging programmatic display (including video, display, and connected TV), Facebook/Instagram, Nextdoor, and YouTube to amplify the school’s message and foster user engagement. By incorporating a blend of 1st and 3rd party data, audience insights, and demographic information, the AlwaysOn Digital team effectively managed and reached a meticulously targeted audience. This approach yielded notable media efficiencies and results that contributed to the client’s desired business outcomes.
RESULTS
1. Increased Site Traffic by 55%
With CTRs as high as 1.22%, incremental site traffic was generated to help lift awareness about the school and its offerings for students.
2. A Rise In Enrollment
By skillfully capturing and directing the influx of site traffic, AlwaysOn Digital expertly navigated consumers through an immersive purchase journey. Through dynamic optimization strategies, we managed to elevate enrollment rates by an impressive 21%, leaving a lasting impact on our client and their customers.
3. Achieved Diversity Target
With a goal of 50% towards a Hispanic audience, AlwaysOn Digital was able to reach the target audience through various data segments In addition to utilizing creative In Spanish.
