Serving students across Indiana through both virtual and brick-and-mortar programs, Options Schools provides flexible, student-centered pathways for learners who need a different approach to education. Options partnered with Rhodes Branding to develop and execute a strategic enrollment marketing campaign to grow its statewide virtual program, Options Indiana, in an increasingly competitive and evolving landscape.
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Options Schools has long supported students seeking alternative, flexible learning environments, but increased competition from traditional districts, virtual providers, and charter networks made it harder to stand out. In response, Options partnered with Rhodes Branding to develop high-impact creative and messaging that clearly communicated its unique value and cut through a crowded digital space.
The partnership began with strategic planning and campaign development, refining messaging and positioning for both Options Indiana and Options New Vistas High School. Initial efforts supported both programs, but early performance data revealed that Options Indiana offered the greatest opportunity for scalable growth. The strategy quickly pivoted to focus campaign efforts on the statewide virtual program.
The campaign leveraged paid social and programmatic display, supported by ongoing optimization and website improvements to streamline the path from interest to application.
Over the course of the 5-month campaign, paid media generated more than 1.5 million impressions and 11,000 clicks, resulting in 415 new inquiries. Most importantly, the campaign drove measurable impact, contributing to 2.7% year-over-year enrollment growth for Options Indiana. The campaign also supported strong application momentum during key enrollment periods, including a record-setting spike following winter break, highlighting the value of sustained awareness paired with timely messaging.
Through this partnership, Options Schools strengthened its market position, improved lead generation efficiency, and built a more focused, scalable enrollment marketing strategy.
