How We Generated 295+ Warm Parent Leads for University Prep During COVID-19
University Prep (U Prep) is a free charter school in the Denver Public Schools system. Its mission is to prepare their scholars for college and, most importantly, to pursue whatever dreams they may have. Historically, U Prep has relied on traditional forms of outreach like door knocking, word of mouth, and mail pamphlets to meet their enrollment goals. This year, due to the realities of COVID -19, their previous methods of outreach were severely hindered. Creating a digital solution to meet U Prep’s goals was a crucial priority to ensure that parents in Denver, especially those in less affluent neighborhoods, wouldn’t miss out on important information about the opportunities at U Prep.
Through a partnership at U Prep, we were able to determine the most effective ways to reach new parents and increase enrollment for the 2020 fall semester. We began by creating a simple squeeze page for interested families to connect with U Prep's enrollment office.
Implementing robust digital advertising and a targeted digital strategy allowed us to show why U Prep was the best option for parents considering a school for their child.
Over a period of 6 months and 2 campaigns, we were able to drive over 20,713 interested parents to our landing page which resulted in close to 300 enrollment conversations.
We began with strengthening U Prep's brand awareness across the metro area by generating nearly one million impressions on social channels and over 20,000 clicks to our landing page. Our best results came from utilizing high-quality lists of parents in the DPS system to start conversations via text message. We had 152 parents successfully complete our intake from our text message strategy.
Overall, our results speak for themselves. By the end of our second campaign, we have helped over 95 parents enroll their children at University Prep. With over 60 parents still in the pipeline for enrollment for future years.
Our efforts have led to 95 (47% of all new U Prep student enrollments) families across the city to benefit from an outstanding education for their child - and most importantly, an opportunity to pursue the life they dream of with the tools needed to be successful.
What excites us most about working with Effct is two-fold. First, their commitment to learning/understanding our organization and our unique value proposition is tremendous. At every turn there has been a genuine and meaningful effort to truly ‘get what we do’ to ensure all communication is aligned to our mission, core identity and values.
Secondly, they are driven by results. The team at Effct holds themselves accountable to producing outcomes and engages in analysis efforts that illustrate where success is coming from as well as where there are opportunities for improvement. Knowing the importance of converting digital marketing/outreach efforts into tangible outcomes, it’s great to have a partner in the work who is diligently focused on producing results.
Founder, University Prep Schools
By the Numbers
Targeted Text Messaging
Effct created and managed multiple text messaging campaigns that sent 30,614 messages and garnered 152 intake form submissions, all for just $16.12 per interested parent. Our high-quality data helped us reach reply rates upwards of 40% in some areas.
Landing Page Development
We designed a sticky landing page to track our intake form submissions throughout our campaign. This page served as a space for parents to commit to the idea of learning more about U Prep. From there, the U Prep Enrollment Office reached out to the interested parents and started enrollment conversations.
By understanding our target audience we deployed hyper targeted ads through Facebook and Google to ensure we were able to reach parents searching for schools in the Denver area. Through our successful Facebook traffic ads we were able to draw 2,153 parents to our landing page at a low cost of $4.07 per parent.