U-Knighted:
Kenowa Hills Enrollment
The 2021-2022 enrollment campaign provided the district a year-one ROI of $11.68
The Challenge
This West Michigan public school was facing years and years of declining enrollment when they reached out to Galapagos for help. With several private schools and two charter schools right within their district boundaries, they needed to act strategically to turn this trend around and capture families within their district.
The Goal
Develop a comprehensive enrollment campaign that would reach families within their district that did not already attend the school. Through learning about how parents choose a school, what is important to them, and how the district could deliver upon these needs, an annual enrollment campaign was developed.
The Approach
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Direct mail pieces were targeted to families within their district that had a likelihood of having children. This allowed the district to avoid a costly district-wide direct mail campaign and focused only on families with children.
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Online and mobile advertising targeted these same families to reach them in multiple channels during the heightened enrollment period.
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Creating easier ways to connect with the school with questions, prioritizing content that is important for prospective families, and creating tools like the Schedule a Tour function, made engaging with new families a breeze.
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Social media content and management, community newsletter, event promotion, communications, additional marketing support as needed has allowed the district to keep their brand message consistent and elevated through every touchpoint.
KHPS: Social Media Content Development
KHPS: Enrollment Mailer Front
KHPS: Enrollment Mailer Front
KHPS: Knightly News Newsletter
KHPS: Enrollment Mailer Back
KHPS: Enrollment Mailer Back
The Results
With a focus on changing customer needs, we set out to highlight all the ways the district meets those needs. Through social engagement, we illustrated the district’s bond with its community, emphasizing local connection, responsiveness, mental health and well-being, quality, and convenience.
The 2021 enrollment campaign, provided the district a year one ROI of $11.68.