Link Learning’s “I CAN” Attitude
“I Can” Student-Centered Campaign Enrolls 54 Additional Students and Adds $518,832 in Foundation Allowance
The Challenge
As a virtual high school with local center support, Link Learning doesn’t always attract the typical high school student. They often work with students who may struggle with anxiety and the constraints that come with the traditional high school experience. It was vital to send a message that whatever challenges a student faces, they have the support and resources at Link to succeed; no matter what the past looked like, they can earn their high school diploma with Link Learning.
The Goal
Develop a thoughtful and engaging enrollment campaign that would not only reach Michigan students and their families, but effectively illustrate why Link Learning is different from other schools. It was important to communicate the supportive and caring environment that Link offers its students. Acceptance, connection, relationships, and belonging are core principles of Link Learning, and they believe the reasons why a student finds success at Link.
Link Learning Social Media Content
Link Learning Billboard
Link Learning Billboard
Link Learning Direct Mail
The Approach
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“I Can” billboards and bus ads were strategically placed around Link Learning Center locations throughout Michigan offering the message that students can graduate in the right environment.
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Direct mail pieces were sent to targeted prospects around the geographic areas of Link Learning Centers, designed to engage students and parents alike – with the anticipation of graduation and the confidence that students could achieve.
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Targeted emails accompanied each of the direct mail pieces, again within the geographic areas of Link Centers, and reached a click-thru rate of 1.41%.
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Strategic digital advertising geo-targeted areas around Link Learning Centers received over 2 million impressions and 749 conversions between July 1 and October 3.
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All messages were designed with a focus of hope that any student “can” earn a diploma, in the right-fit environment and with the proper support and resources.
The Results
The direct mail campaign brought in 31 new students to the district and $297,848 in new foundation allowance, which calculates to an ROI of $12.90.
The search campaign brought in 23 new students to the district and $220,984 in new foundation allowance, which calculates to an ROI of $13.49.