A 21% enrollment lift for one of the largest school districts in America.
As the second-largest school district in Texas and the 17th-largest in the U.S., this independent school system needed more than reach — it needed the right families to notice, click, and enroll. AlwaysOn Digital delivered all three.
The Challenge
The district — the second-largest in Texas and the 17th-largest in the United States, spanning over 200 schools — had trusted AlwaysOn Digital for several years running to raise awareness of its specialty programs and grow new student enrollment. The mandate for this campaign was to drive incremental enrollment, signups, and awareness through a cross-channel effort spanning social media and open web tactics, using video, image, and Connected TV creative to reach families across the district.
Strategy & Approach
AlwaysOn Digital built an outcome-oriented strategy across programmatic display, video, and Connected TV, layered with social and 1st + 3rd party data to reach a meticulously targeted audience of prospective families.
Programmatic Display, Video & CTV
Amplified the district’s message across programmatic display, video, and Connected TV inventory.
Social — Facebook, Instagram & Nextdoor
Reached families in the neighborhoods and communities the district serves through hyperlocal and social channels.
YouTube
Extended video reach to foster engagement with prospective families researching school options.
1st + 3rd Party Data & Audience Insights
Blended data sources with demographic information to precisely target and manage the audience, including a dedicated Spanish-language creative track.
Execution Timeline
Audience & Creative Setup
Blended 1st and 3rd party data, defined audience segments including a 50% Hispanic audience target, and built Spanish-language creative.
Cross-Channel Launch
Deployed programmatic display, video, CTV, social, and YouTube in parallel to drive awareness and traffic.
Optimize & Convert
Used dynamic optimization to guide site traffic through the enrollment journey and lift signups.
Results
The campaign didn’t just raise awareness — it turned that awareness into measurable enrollment growth and hit a key diversity target along the way.
A Multi-Year Trusted Partnership
This campaign is part of a relationship that has spanned several years, with the district continuing to trust AlwaysOn Digital to raise awareness of its specialty programs and drive new student enrollment across its 200-plus schools.
