Skyrocketing a Denver Middle School’s Enrollment Through Digital Ads
American Indian Academy of Denver is a public charter school whose mission is to collaborate with students, educators, families, and community members in creating a school where indigenous principles and knowledge are placed in a student-driven STEAM (science, technology, engineering, arts, math) curriculum to prepare all students to be college, career, and life ready.
In the wake of COVID-19, traditional forms of outreach for enrollment, such as door knocking and word of mouth, were not nearly as effective as before. Additionally, some parents were considering keeping their children homeschooled during the 2021-2022 school year due to the pandemic.
The Effct team developed a digital campaign targeting parents in the Denver Metro areas with children entering grades 6-9 in an effort to capture more qualified parent leads for AIAD. The campaign consisted of carefully crafted content that was strategically placed on Facebook in the form of static images and Messenger ads.
After a short span of just 3 months, the Effct team generated 140 leads at $27.52 per lead. The digital campaign also increased AIAD’s brand awareness by reaching 66,384 parents and generating 212,837 impressions.
Additionally, we redesigned AIAD’s website to give it a clean and simple interface that is easy for parents to navigate. On the website, we created an easy-to-read enrollment form that directly connects parents to AIAD’s staff.
By the Numbers