Enrollment Design Case Study
The Calverton School is a college preparatory, day and boarding school located in Huntingtown, Maryland. The School serves students age 3 to grade 12.
Increase revenue via higher enrollment, by attracting more students, in general, and more full(er)-pay students.
We identified a significant decline in the number of students who live in and immediately around Washington, DC., for over ten years. Additionally, DC proper and adjacent households with age-eligible students had a 59% higher household incomes than Calvert County families (the county where Calverton is located). Furthermore, many schools in the target area were considered "less traditional; left-leaning" schools. These schools' average tuition was also 81% more in an entry-grade comparison.
Target and recapture the Washington, DC market.
Enroll more full(er)-pay students.
Truth Tree supported The Calverton School with a multi-faceted, multi-layered campaign to differentiate and demonstrate the value of a Calverton School education based on geo-behavioral psychographic data. As shown in the Google Ad above, we did not lead with or even use the School's name in the headline due to a lack of brand awareness in the target area. We wanted to show right-leaning, traditional households that an affordable education could be found not far from home that taught honor and respect.
This particular version of the ad was pushed to conservative families in the 20-30% bracket of household incomes in five zip codes in southeast Washington, DC., and Prince George's County. This is considered an "up-and-coming" area where young families resided who do not have accumulated wealth but demonstrated an excellent investment (think: 3-years out of law school and a final year of medical school). Hence, the reason we touted the availability of financial aid and scholarships.
A 435% increase in applications and a 310% increase in the number of students representing the 14 zip codes targeted.