Baltimore City Schools

Services

Paid, Media Placements, SEO, Digital Marketing

Industry

Education

Duration

3 Months

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Paid, Media Placements, SEO, Digital Marketing

Digital Marketing for BCPS to boost Enrollment amidst covid

- Challenge

Having been away for almost two years and coming off of the COVID-19 pandemic, BCPS found the involvement of pre-k and kindergarten pupils to be challenging.

  • They wanted to establish a strong academic foundation for them in their early years, but didn’t know where they were.
  • The families of pre-k children with older siblings were easy to identify, but they were essentially tapping into an unknown audience. As a result, they came to us seeking solutions
- Execution

We first had to figure out where the traffic was coming from pre pandemic and then either try to establish that pipeline or build a new one. We deduced with some SEO research that the bulk of enrollment sign ups were coming from a select a few pages that were ranking rather well.

  • Due to the time constraint, we decided to take a more aggressive approach with Paid media, specifically Social media Ads and Google search ads.
  • After one month we had increased sign ups significantly but we didn't stop there.
  • We establish a retargeting campaign for users who had clicked through our ads but didn't convert. In an effort to cover all bases.
- Results

-171% Increase in Enrollment

-81% Increase in CTR

“The level of their service quality made me feel that this was the only project in the world for them.”
Brandon Tilghman | Head of Enrollments and Transfers
Digital Marketing for BCPS to boost Enrollment amidst covid
Brandon Tilghman | Head of Enrollments and Transfers

“The level of their service quality made me feel that this was the only project in the world for them.”

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