Pathways Academy, a Detroit-based high school for pregnant and parenting teens, hired Franco to develop a program to help grow enrollment. Franco developed an integrated communications strategy that included a multi-faceted social media approach and a Google AdWords campaign.
Franco’s social media approach replaced the school’s canned Facebook posts with personalized content highlighting student achievements and testimonies, as well as encouraging staff sentiments. To complement the social strategy, we created a robust Google AdWords campaign designed to encourage enrollment and increase traffic to the school’s website.
As a result, the social media photos and videos of students posted as part of the content change resonated with the school’s audience and enhanced engagement by 330 percent. The social media combined with the Google Adwords campaign enabled Pathways to exceed enrollment goals by 10 percent year over year.
