How We've Helped University Prep Stay Ahead of Declining Enrollment by Targeted Digital Media and Parent Relationship Management
University Prep (also known as U Prep) is a free charter school in the Denver Public Schools system, which aims to prepare their scholars for college and pursue their dreams. For almost a decade, U Prep successfully relied on traditional methods for recruitment and enrollment. However, traditional methods were upended by the COVID-19 pandemic, which limited the ability of U Prep and schools like it to meet and engage with interested parents.
In 2019, U Prep’s founder and Mentor to Uriel Berrum (Effct’s co-founder) reached out to us for help. He needed to modernize the school’s enrollment strategy to meet the challenges of the present day. The result has been two consecutive years of partnership between Effct and U Prep in both the 2020 and 2021 enrollment periods to execute a digital enrollment and outreach strategy. Through our combined efforts, which used a combination of Facebook and Google advertising, texting campaigns, and intake forms, we managed to secure new parent leads for the school.
Effct fundamentally helped onboard U Prep with a parent-relationship management system using Hubspot, developed automated email and text messaging scripts, and designed an intake form that tracked submissions through Facebook Pixel and Google Analytics. We also experimented with new tactics, such as using Facebook Messenger ads that allowed parents to immediately begin chatting with U Prep’s team.
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.
Not only was Effct able to improve on its year-over-year performance with U Prep, but working with the school for a second year inspired Effct to begin developing its own parent-relationship management software specifically designed with schools in mind. Effct also found that the Facebook platform is perfect for reaching and engaging parents, which allowed us to generate leads at a fraction of the cost. In the end, Effct was able to generate 577 leads - 406 of which were generated through Facebook - nearly doubling last year’s number of leads and exceeding our goal for the 2021 enrollment season.