RSCO Marketing Campaign

The Challenge

Increase the brand awareness and annual recruitment for (RSCO) Regional School Choice Program offered by CT Dept of Education for Pre-K through 12 for the 2022-2023 School Year.

Case Study Success

16,000

16,000 Applications Received (25% increase, even though pandemic year)

1Million+

Post Views in 5 Months

4,000+

Clicks to their New Website

70%

Engagement Rate (typical is .05%)

How We Did It

S/C Marketing was awarded a multi-tactic, multi-year RFP contract for the Connecticut Department of Education from 2020 to 2022, which was an Enrollment campaign for select schools that were part of the Regional School Choice Office (RSCO).

– EXECUTION =

-Conducted Market Research focusing on Groups/Interviews with admin, staff, parents and students; Developed Marketing Strategy and Plan/Tactics based on the findings; Developed new website; Implemented grassroots efforts increasing community based partnerships from 15 to 130; Created flyers, posters, direct mail, ads, billboards, transit ads; Promoted education event resulting in 2,000 attendees (prior event was 350); Translated print and digital campaigns into multiple languages; Produced 60+ videos including Social media videos, Sizzle Reel School Videos, School Testimonials and Website Videos; CTV and radio ads and placements; Created 100+ digital, paid, targeted ads to reach parents and student using Facebook, Snapchat and TikTok in multiple languages

-“Save My Seat” enrollment acceptance program increased student acceptance rates from 72 to 87%

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