Boost enrollment at Kempton Literacy Academy, the district’s flagship dual-language elementary school in the 45 days before the start of the 2024-25 school year.

• Enrollment increased by 13% during the campaign

• Messaging about the school and its program was clarified 

• Data were developed to guide future messaging for the school

• Message Development: Several messages were created to test for effectiveness and clarity.

• Social Media Ads: Ads and posts were created using the various messaging approaches.

  • Test ads were run to gauge the best-performing ads among the target audience.

  • The most effective ads were then promoted at a more aggressive pace.

• Content Development: Content supporting the messaging of the ads was created and posted on the school's and the district's website, as well as circulated to community news outlets and parent groups.

• Podcast Support: A podcast episode featuring the school’s Principal was promoted for parents seeking a deeper dive into the program and its benefits for students. 

STRATEGY: Focus The Message for a General Audience

Much of the existing messaging was seen as “insider” language that was understood by educators but did not compel parents to explore more about the school’s program and benefits

• Present a Compelling, Premium Service: The messaging focused on what drove the greatest parent response: free dual-language instruction which is seen as a premium educational opportunity.

• Showcase Benefits: We utilized three bullet points to showcase how students are enriched by dual-language education, particularly in comparison to mono-language learning.

• Create Urgency with the CTA: Using language like “Reserve your spot today” we focused on compelling an action from ad viewers. Earlier messaging was more passive - ex: “learn more on our website”.  

• Messaging In Two Languages: The advertising and messaging needed to embody both languages being taught, and reach parents of those whose first languages were represented.