Client
Year
Deliverables
Creative Direction
Digital Advertising
Situation
Heading into the 2025–26 school year, South Lake Schools faced increasing enrollment pressure due to heightened competition from neighboring districts and a declining regional student population.
Franco partnered with South Lake Schools to design and execute an integrated enrollment communications strategy focused on increasing awareness of district offerings and driving applications for Second Semester, School of Choice, GSRP and Kindergarten enrollment periods.
Approach
Franco coordinated with South Lake Schools to develop and execute an 8-month integrated communications strategy to raise awareness of South Lake Schools, highlight key programs like GSRP and encourage enrollment for the 2025–26 school year.
Franco project-managed photography and videography to develop compelling creative assets and implemented a multi-channel paid media strategy across streaming audio, Google and Microsoft search, Facebook and Metro Parent. Media targeting focused on zip codes associated with key feeder communities identified through MISchoolData.
Franco implemented Google Tag Manager conversions to track enrollment application events generated through both paid advertising and organic engagement. Paid media efforts were reinforced with consistent organic content, ensuring messaging continuity and extended reach throughout key enrollment windows.
Results
Franco’s integrated enrollment campaign delivered strong performance across paid and organic channels:
- Facebook advertising delivered 2.79 million impressions and 26,376 clicks. Enrollment-focused campaigns significantly outperformed platform benchmarks, with Kindergarten Enrollment ads achieving a 1.46% click-through rate (CTR) and High School/Middle School Enrollment ads reaching a 2.86% CTR.
- Google Search campaigns generated more than 704,000 impressions and 9,476 clicks, delivering exceptionally high-intent traffic with CTRs well above industry benchmarks and an average cost-per-click (CPC) of just $0.73.
- Microsoft Search campaigns served as a cost-efficient supplemental channel, producing 91,175 impressions and 1,946 clicks at a $0.67 CPC.
- Streaming audio ads delivered more than 360,000 impressions, expanding awareness among families earlier in the enrollment decision-making process. Metro Parent advertising extended campaign reach to highly targeted family audiences, delivering more than 140,000 impressions.
In total, South Lake Schools tracked 949 enrollment events, with nearly half (463) directly attributed to Franco’s advertising efforts.
