Our full-funnel enrollment marketing campaign with Texans Can Academies has led to a 105% enrollment increase year-over-year, generating more than 14 million impressions and 31,000 visits to the TCA enrollment landing page as of November 2023.
Driving enrollment and brand awareness for a Texas dropout recovery network
With 13 campuses across the Lone Star state, Texans Can Academies is an open enrollment charter school district offering an accelerated path to completing high school.
Storyline
Under the new leadership of Dr. James Ponce, Texans Can Academies sought Rhodes Branding’s strategic marketing services tailored to driving enrollment and building brand awareness for the 2023-24 school year. Navigating an open enrollment model required a full-funnel marketing strategy across a 12-month period.
Following the project kickoff, our creative team traveled to Texas for 10 days of video production, interviewing students, teachers, and administrators and capturing distinguishing elements of the Texans Can experience. The result was five testimonial videos and one flagship video to be used throughout the marketing campaign.
Once back in Columbia, our creative and marketing teams collaborated to produce messaging guidelines, email marketing campaign, influencer marketing content, referral marketing strategy, enrollment swag boxes, additional digital ad creatives, and traditional print collateral to support our multi-channel approach.
TCA’s first programmatic digital campaign launched in June across display, audio, CTV, OTT, in-game, and online video. Within the first 16 weeks, the campaign reached over 7.8 million people and drove more than 13,000 visitors to the Texans Can enrollment landing page. By September, the TCA team reported that they had reached 4,000 enrolled students – a goal they had not achieved since 2019.
Our team continued to monitor and optimize the digital campaign’s performance and nurture leads through the enrollment process through email marketing, referral marketing, and organic social media.
On the first day of school, we partnered with Dallas Cowboys All-Pro linebacker, Micah Parsons, to develop a back-to-school video for current students. It generated more than 1,460 views and remains TCA’s organic social content with the highest engagement.
When a new Texans Can student enrolled and completed their first two weeks of school, we celebrated their accomplishment by sending a custom TCA swag box. Lastly, thorough our referral marketing campaign, just over 500 newly enrolled students indicated that their path to enrolling at Texans Can was influenced by a current student or family member.
