Relevance: education | recruitment | hyperlocal

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Context:

In the wake of COVID-19 many Catholic schools closed due to low enrollment dates & hobbled fundraising and Following the pandemic, LA Catholic schools were looking to get the word out that their schools have been there and will continue to be there for families through in person learning.

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Assignment:

They came to us to help them reach out to the diverse families of LA with a creative message and media plan. The narrative they wanted our team to help them build through media efforts was:

• Catholic schools are open, safe and offer in-person/hybrid options.
• Catholic schools experienced an increase in academic performance during the pandemic.
• Catholic education is affordable and there is tuition assistance available. 

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STRATEGY 

GET...

Parents/Guardians of school-aged children, who through the experience of school closures have been prompted to reflect upon the true value of the right school/education  for their child

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TO...

See that Catholic schools provide a deeper, more holistic and personalized approach to schooling

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BY...

Highlighting their ability to respond quickly to distance learning, continued commitment to their communities and their concern for the whole student, beyond mere lessons.

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MEDIA APPROACH

We set out to provide prospective (interested families) key information about the Archdiocese of Los Angeles’ Catholic School, how they’ve been resilient and how they have increased academic performance. 

• Media Budget: $20,000 
• Media Target:  Multicultural families with young school age children in LA county, in both English and Spanish
• Media Tactics: Google search, Google display, Paid social (Facebook, Instagram, YouTube), Newsletter collateral, Print ads 
• Media goals: Drive measurable traffic to microsite with more information and lead generation capability (note, our agency helped develop the microsite) in order to inform and encourage new enrollment within their Catholic schools. 

During the campaign, services we provided were set up, reported, optimized, and adjusted to maximize results within the available budget, which exceeded expectations. 

RESULTS: 

• 14,708 clicks to the LA Catholics website
• 1,138,759 ad impressions
• 800+ leads

By creating this community outreach in video & print and in both English and Spanish languages, we could successfully expand our reach & ultimately increase enrollment numbers.

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Outreach Materials:

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Newsletters:

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