Situation: Public schools across the nation are facing ever-growing competition from independent charter schools. In Texas, the situation is compounded by inadequate funding from the state and aggressive rhetoric from lawmakers who believe public schools are failing students.
Strategy: We helped San Angelo ISD create a marketing campaign aimed at persuading parents to make SAISD their top choice for schooling, persuade taxpayers that the district is a good investment, and to inspire the community in general to rally behind the district and its 15,000 students.
We advised SAISD to conduct a scientifically-based survey of residents to gather baseline impressions and using that research, created a campaign centered around educators called “Our People Make the Difference.” The campaign consisted of six video and audio spots highlighting some of the district’s top talent, with a landing page to house all content. Because the district was working with a modest budget, we leaned into digital, pushing the videos out through paid promotion on Facebook, YouTube and mobile pre-roll. In San Angelo’s tight-knit community, radio also has a solid listener base and we were able to leverage relationships with board members to add a radio rotation with a sizeable amount of added value.
Impact: With more than 1 million video views and close to 800 shares on Facebook alone, this campaign proved to be incredibly compelling and engaging for the target audience. Across all digital platforms, the campaign drove more than 60,000 visitors to the website, garnered nearly 8,000 post reactions on Facebook and Instagram and generated more than 1,000 earned views of other material on the district’s YouTube page.