Kenowa Hills Builds Brand Pride with Minecraft Mail
Minecraft Mail Series Enrolls 145 Additional Students & Adds Over $1.3 Million in Foundation Allowance
The Challenge
This West Michigan public school, like many in 2022, were on the heels of the pandemic, trying to attract exhausted and distracted parents with a message about what they were all about – educating kids. They reached out to Galapagos for help to grab the attention of families within their district boundaries and remind them of the many points of pride within their walls.
The Goal
Develop a comprehensive and engaging enrollment mail campaign that would reach and impress families within their district that currently attended other schools. In this extremely competitive region, parents have many options for education in the area so the district wanted to stand out and grab attention, and then engage long enough to clearly illustrate the mission, vision, and core values of the district.
The Approach
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Direct mail pieces were designed to engage students and parents alike – targeting in-district families with children who attended other educational organizations.
Designed for collaboration, the direct mail pieces demanded attention from both parents and students in order to complete the suggested Minecraft™ assembly figurine.
With a focus on the district’s audience, we set out to highlight the mission and vision of the district and illustrate the ways in which it delivers on their core values to their students.
KHPS Minecraft Mail : Direct Mail Flat
KHPS Minecraft Mail: All Characters
KHPS Minecraft: Lance the Knight
KHPS Minecraft Mail: The Graduate
KHPS Minecraft Mail: The Teacher
The Results
Through an engaging and thought-provoking direct mail piece, the district was able to grab and hold the attention of those who are not regularly engaged with them.
The mail series brought in 145 new students to the district and over $1.3 million in foundation allowance.