The Value of Success
Virtual Learning Centers of Michigan
“What You Get” Student-Centered Campaign Enrolls 41 Additional Students and Adds $393,928 in Foundation Allowance
The Challenge
Success is an online high school with local centers throughout Michigan that attracts students who may not be thriving in a traditional high school setting. It was important to communicate why a traditional high school setting is different from Success and highlight the flexibility, support, and resources that students will find with Success VLCM.
The Goal
Develop an empathetic and engaging enrollment campaign that demonstrates to Michigan students and their families that Success is different from traditional high school. We illustrated that the care, support, and acceptance that students find at Success translates into certainty and life-long success.
The Approach
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“Achieve Success” billboards were strategically placed around Success Center locations throughout Michigan offering the message that when students find their place, they find success.
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Direct mail pieces were sent to targeted prospects around the geographic areas of Success Centers, designed to engage students and parents alike – with the goal of graduation and the success after high school that students could achieve.
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Targeted emails followed each of the direct mail pieces, again within the geographic areas of Success Centers, and reached a click-thru rate of 1.42%.
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Strategic digital advertising geo-targeted areas around Success Centers receiving over 4 million impressions and 761 conversions meant to increase brand awareness and capture interest.
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All messages were designed with a focus that students will find certainty and success when they find their way to Success Virtual Learning Centers of Michigan.
The Results
The direct mail campaign brought in 30 new students to the district and $288,240 in new foundation allowance, which calculates to an ROI of $11.79.
The search campaign brought in 11 new students to the district and $220,984 in new foundation allowance, which calculates to an ROI of $5.93.