Baltimore City Schools

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

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.