The document outlines enrollment marketing services by Charter School Capital, emphasizing the need for digital strategies to attract prospective students during the pandemic. It details the company's expertise and pay-for-performance model, which involves no charges unless they successfully increase school enrollments. Additionally, it highlights successful case studies, metrics, and various strategies employed for effective enrollment marketing and engagement with communities.

1. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
Enrollment
Marketing
Enrollment Marketing Services
SY 2021-22
Brittini Smith
Our Host
Janet Johnson
Our Speaker

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
COVID DRIVES PRECIPITOUS DECLINES IN ENROLLMENTS
Our experience in
enrollment marketing
last year showed
especially high rates
of elementary and
drop out recovery
students schools
being hardest hit.
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
EXECUTIVE SUMMARY
• Especially during a pandemic, your enrollment marketing needs to be increasingly digital, and to
effectively tell your school's story to prospective parents, guardians and to students themselves
• We are in the fourth year of our enrollment marketing services – helping schools around the country with
their marketing
• Our team is comprised of digital marketers deeply experienced in charter school marketing – we can hit
the ground running for you
• We are so sure we can attract students we bear all the risk of our work and expenditures
– With our pure pay-for-performance option, if we don't add FTEs / ADAs / ADMs to your school, we
don't charge a thing for our services
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
HIGHLY EXPERIENCED TEAM
• Deep digital marketing and education experience
• iQ Academies, Aventa Learning, K12.com, DreamBox Learning, Learning.com, NWEA
• Proven results – core team has worked together for more than six years
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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
TYPICAL ACTIVITIES IN OUR EFFORTS
Enrollment Strategy & Objectives
• Develop Brand Story Arcs
• Create Brand Strategy for Enrollment
Marketing
• Set up Digital Marketing Calendar for
Enrollment Season
• Create Advertising Strategy for
Enrollment Season
Project & Social Media
Management
• Weekly Team Meetings & Reports
• Social Media Strategy
• Regular Posts for Parental / Influencer
Engagement
• Paid Posts - Social Media Advertising
Website Updates
• Support New Calls to Action,
Enrollment Flow
• Create Content Weekly, Telling
Your School's Story
• Ensure Website is Plugin Ready
• Add Second- or Third- Language
Support
• Add Landing Pages to Capture Leads
The Ground Game
• Ensure regularly scheduled
opportunities for parents to connect
with school leaders
• Designing and delivering lawn signs,
brochures, and other physical
marketing materials to support
community activism
Email Marketing
• Email Strategy and Calendar
• Setup Email Services Platform (ESP)
– Branded Template & Email
• Boosts Current Student Families’
Word-of-Mouth Efforts
• Monthly Updates to Drive Awareness /
Ratings / Engagement
Directory Listings
• Get School Listed on School- and
Community-Centric Sites
• Parental Support - Ratings
Local Search Rankings
• Get School Listed in Google’s Local
Search Results Box
• Manage Star Ratings for School
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
SAMPLE SCHOOL STORY ARC AND SOCIAL POST
A for Academics!
The state gave our district an A rating. Offering a methodology that works – our A-rated district
serves three communities equally. We offer unmatched education to [our community] students in
our traditional, rigorous, free public schools.
CONFIDENTIAL
These seats are made for learning. Our three schools
(elementary, middle school, high school) have an
average A rating!
Small class sizes, dedicated teachers and staff, and
an active student life await at [our charter school].
Come see for yourself how we strive every day to
meet our kids where they are. We have tours, open
houses and more. Visit us!

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
WEBSITE REVAMPS – SECURITY, ENROLLMENT FLOW
CONFIDENTIAL
BEFORE… AFTER…

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
SCHOOL MASCOT AND LOGO UPDATES
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
CONFIDENTIAL
PHYSICAL CREATIVE: SUPPORTS COMMUNITY BUILDING

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
AD AND POST CREATIVE – FACEBOOK
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
EXAMPLE TIMELINE – GET LAUNCHED QUICKLY
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
HOWEVER… COVID! (IN-PERSON, HYBRID, ONLINE!)
CONFIDENTIAL
“Wait and See” Parents

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
EXAMPLE
CALENDAR
SHARED WITH
WORKING TEAM
WEEKLY
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
OHIO SCHOOL
SUCCESS: 3-MONTHS
METRICS
> 100 ENROLLMENTS
Google Analytics
• We reached 2,834 users over this three-month period
• After paid search (33.2%) the majority of visitors came from
social media (26%) and organic search (19.5%)
Paid Search
• We drove 41k impressions, 1,700+ clicks and 96
conversions (form fill on enrollment page)
• We achieved an above average conversion rate of 5.57%
(across all industries average conversion rates are between
2-4%)
Google My Business (GMB)
• The school profile appeared in 2,044 searches.
• In a single three-month period 1,014 people took actions
from GMB box, including 488 visited the school website, 391
called, and 135 requested directions
Facebook
• We increased Facebook followers from 0 to 115 — this is
impressive growth for a brand-new page starting from
scratch
• We achieved 1.5 million Facebook impressions and reached
625k unique users in their ZIP codes
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
EXAMPLE SEARCH + “DISCOVERY” SUCCESS – 3 MONTHS
Of 2,044 people who found one of our
school’s website in Google Searches:
60% of the top 10 searches were
variations on the new school’s
brand – which was a big objective of
our engagement: get us on the first
page of Google!
40% of the top 10 searches were
variations on discovery searches –
“charter school near me” “charter
schools”…
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
ARIZONA DISTRICT
SUCCESS: 3-MONTHS
METRICS
> 100 ENROLLMENTS
Google Analytics
• During a three-month period, we reached 8,216 users, of which
94% were new users
• During this period, we increased unique Enrollment page views
by 319% over the prior three-month period
• Website traffic from social media increased by 98% from 552 to
1,098
Paid Search
• We achieved 37.5k impressions and 3.18k clicks for an above
average CTR of 8.49% (across all industries average
conversion rates are between 2-4%)
Google My Business (GMB)
• In a three-month period the three school profiles appeared in a
combined total of 85,102 searches
• This led to 2,125 actions total including calls, website visits and
directions to the three campuses
Facebook
• We increased page followers 143% and reached an average of
2.5k users - an increase of 470% over the prior period
CONFIDENTIAL

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
DRIVING WEBSITE TRAFFIC – BOOSTING AWARENESS
CONFIDENTIAL

18. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
MIGHT WE HELP?
Limited spaces filling fast – email us for more info:
growcharters@charterschoolcapital.org