Challenge

This publicly-traded school group acquired a new school brand and couldn’t reduce the student acquisition costs. The client had previously hired several other school ad agencies but these agencies didn’t do enough work to figure out the right media mix or brand position for the school.

Insight

When we showed previous creative to the students, they told us it completely missed the mark and felt like the school was not part of the community. They also told us they had no idea the school was part of a larger chain with schools across the US.

Idea

We overhauled the messaging to emphasize their community roots even though they are a large and dominant school group. We changed the media mix and expanded the reach of the campaign.

Impact

Traditional lead flow increased over 60%, digital lead flow increased over 25%, and student population climbed 19% within the first year.