Henderson County Public Schools (HCPS) in North Carolina partnered with Rhodes Branding to launch an engaging social media campaign for September's National Attendance Awareness Month. The campaign, "Every Piece Matters," aimed to highlight the importance of daily student attendance through various communication channels including social media, emails, and student-led announcements.
Storyline
A midsize school district in Western North Carolina, Henderson County Public Schools (HCPS) faced a significant challenge heading into the new school year: increasing kindergarten enrollment amidst a competitive educational landscape. With various schooling options increasingly available in the region, HCPS needed to effectively communicate the unique benefits and nurturing environments their schools offer. Rhodes Branding developed a comprehensive campaign titled "Where You Grow Matters" to address this challenge ahead of the annual kindergarten registration period in 2024.
The campaign strategy involved creating compelling visuals and messaging to showcase real stories from the community, highlighting the positive experiences of current students and parents. Rhodes Branding implemented a digital advertising strategy across social media platforms and programmatic advertising networks to reach parents in surrounding areas. Additionally, physical advertising and information session events amplified the campaign's reach and impact.
The well-coordinated branding and marketing strategy yielded impressive results. The one-month digital advertising campaign generated 353,000 impressions, significantly boosting HCPS’ brand visibility and awareness. Overall, the multi-channel campaign helped the district achieve a 4% year-over-year increase in kindergarten enrollment. Moreover, a return on investment of 174.1% showcased the campaign's efficiency and financial impact.
The "Where You Grow Matters" campaign for HCPS exemplifies Rhodes Branding's ability to create impactful marketing strategies that drive tangible results. By emphasizing the importance of the early educational experience and leveraging a multi-faceted marketing approach, the partnership successfully increased kindergarten enrollment and enhanced the overall perception of HCPS within the community.
