CASE STUDY
Madison School District
The district was facing a decline in enrollment primarily due to fierce competition from over 30 charter and private schools in the area. This was exacerbated by the lack of a cohesive brand and clear selling propositions for each of the schools. Our rebranding effort launched the "Whole Child" program as the overarching brand value, while identifying and promoting the unique attributes of each of the schools. This multimedia campaign included print, outdoor, digital ads, radio, collateral material and targets students and families in specific geo-fenced zones.
Marketing Objectives
- Increase enrollment of K-8 students and retain existing student body
- Position the district against charter and private schools as the best choice for families
- Develop a cohesive brand for the district while identifying and promoting each of the school’s unique selling propositions
- Promote the “Whole Child” program that supports children’s academic, social and emotional growth
Capabilities
Marketing
Strategy
Copy & Content
Development
Creative
Development
Media Planning
& Buying
Analytics
& SEO
Analytics
& SEO
Results
- A year-over-year enrollment increase of 8%, despite a decline in school-age population, a pandemic, and ongoing competition from other schools
- A new and cohesive brand centered around the overarching “Whole Child” program
- Key points of distinction and individual magnet programs for each of the schools
- Digital campaigns leveraging each school’s unique selling proposition
Results
- A year-over-year enrollment increase of 8%, despite a decline in school-age population, a pandemic, and ongoing competition from other schools
- A new and cohesive brand centered around the overarching “Whole Child” program
- Key points of distinction and individual magnet programs for each of the schools
- Digital campaigns leveraging each school’s unique selling proposition