A K-12 system needed to drive fall enrollment applications. How could we help them increase on-site conversions — e.g., form fills and phone calls to schedule a virtual tour?
Our omnichannel media approach, targeting three Texas DMAs, included display (DallasNews.com and programmatic), YouTube, paid social (Facebook and Instagram), email, native content, and paid search.
Using Google Tag Manager (GTM), we implemented conversion tracking across the funnel. We used a top-volume keyword in ad copy, and 44% of all searches came from that one keyword alone — indicating our omnichannel approach drove success across the entire journey, from building awareness to driving engagement to generating demand.
The school saw double the number of weekly applications during the enrollment period, surpassing the fall enrollment goal by 2,150 before summer break began.
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