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Posted on March 11, 2010
Rachel Averch, the founder of a well-respected Montessori school, the Montessori Children’s House of Denver, approached Philosophy Communication about promoting the school’s third campus and highlight its recently added elementary grades. After consulting with Rachel, Philosophy drew on its public relations experience to conclude that merely promoting the addition of first through sixth grades would not position the school for long-term growth. After the development of the tagline as the bedrock, we used press releases, media relations, Web site, paid and organic SEO tactics and advertisements to reach the school’s target audiences and manage MCHD’s reputation.
The campaign achieved what we set out to do: 1) Increase student enrollment and 2) pay for itself. Our campaign made the phone ring and increased school tours and enrollment. MCHD has documented a 70 percent increase in school tours. The school can point to six new students enrolling from the SEO campaign and two from the advertising campaign. Four new students from out of state have enrolled as a result of the postings and directory listings. Web site traffic has increased by 50 percent, from 500 visitors per month to 750.
Philosophy is thrilled that enrollment is up and that the investment in our campaign has paid for itself (tuition is $12k per year per student). However, the biggest payoff is that the client is now a believer in the power of public relations, honing the message and tying it all together.