Key Highlights
- Conducted research to understand evolving parent concerns and enrollment opportunities
- Developed campaign strategy and messaging to differentiate and attract families outside the district
- Executed integrated campaign targeting families throughout the enrollment journey
- Positioned Frisco ISD as a unique public-school option in an increasingly competitive market
Services
Branding, Brand Strategy, Digital Ads, Email Newsletter, Paid Media, Social Content, Video
Challenge
Schools across Texas are facing increasing competition for students to maintain enrollment goals and the programs that set them apart. As more families explore alternative education options – including private schools, charter options, and neighboring districts – Frisco ISD opened up its borders to attract more families to its top-performing district.
To meet more students and families where they are and continue to differentiate, Frisco ISD tapped Marketwave with developing a strategy to help them understand evolving parent pain points and position the district as a top choice.
Solution
Marketwave informed the initial approach with research to uncover how Frisco ISD stands out and identify new ways to connect with prospective families on both practical and emotional levels. These insights shaped a messaging strategy that brought Frisco ISD’s distinct story to life through a strategic creative campaign that leveraged paid, earned, shared, and owned channels. In year two of the campaign, Marketwave interviewed current Access Frisco families to evolve messaging and gain insights to spark additional interest in the program.
Results
Now in its second year, the campaign has generated more than 53 million impressions, significantly increasing awareness of Frisco ISD as an option and driving enrollment numbers for the school year ahead.