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How We Helped Houston Classical Double Enrollment After Year One By Using Targeted Digital Media


In 2019, Deyvis Salazar, Founder of Houston Classical Charter School, left New York City with the goal of starting a free public K-8 charter school in Houston, Texas. But like other schools, the traditional enrollment process was disrupted by the COVID-19 pandemic, limiting Houston Classical's ability to reach parents and potential scholars through traditional means. 


Without a way to effectively recruit new scholars and find interested parents, schools like Houston Classical faced an uncertain future. partnered with Houston Classical in the midst of their first year to modernize their recruitment strategy and grow their enrollment so that more children could have access to the high quality education offered by Houston Classical.

AFTER’s work nearly doubled the school’s enrollment numbers from the previous year and established a waitlist of potential scholars for the following year. 


In the first months of Effct’s campaign for Houston Classical, we used a combination of Facebook and Google Ads, texting campaigns, and website intake forms to generate parent leads. In addition, we created original content for the school, including their first-ever flagship video


Effct helped Houston Classical effectively communicate with parents by creating digital content and language for Facebook events, email campaigns and parent messaging, and developed a content and posting schedule through Finally, we ensured a smooth enrollment process by establishing a parent-relationship management tool, and re-designed and optimized the Houston Classical website. 

Following the success of our original campaign, we partnered with Houston Classical for two consecutive enrollment seasons. In our second year, we far surpassed our first campaign’s performance, with a total of 1,402 parent leads generated in year two compared to 809 in year one. That’s a 74% increase in leads generated year over year, alongside a 50% increase in families reached and a 45% increase in impressions. Our third year saw even better performance, with a total of 1,632 parent leads generated, a 30% reduction in investment per lead, and a 30% increase in overall impressions.

By the Numbers (2021):


By the Numbers (2022):


By the Numbers (2023):


Sample Content (2021):

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Deyvis Salazar
Founder, Houston Classical

“Working with greatly enhanced our enrollment capabilities as we went from an upstart school to an established Charter School. With the digital infrastructure Effct built for us, we can keep track of all of our interested parents and make sure that we help them get their children enrolled at Houston Classical. We’ve been able to nearly double our enrollment from last year, and we can do it all in a cost-effective manner. We’re excited to see what Effct will create with their upcoming parent-relationship management system, and we hope to put it to work here in Houston.”

How We Generated 280+ Leads and Increased a School's Digital Presence in Six Months

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