A Case Study: Our Work with St. Cloud Area Schools
Managing communications can be a lot to juggle for any organization. With Captivate Media + Consulting’s strategic communication services, you get access to our full team of experts—video, design, and public relations—on a cost-effective budget. We become an extension of your team, ensuring expert, impactful content for your district’s campaign. Choose the support you need and let us help elevate your communications project with ease.
St. Cloud Area Schools faced a common issue: declining enrollment, particularly at the secondary level. Here’s how we helped them reverse this trend and boost student enrollment and revenue through our four-step PR process.
STEP 1: RESEARCH
We gathered data and held 16 focus groups with students, families, staff, and the community. Key insight: competition and misperceptions were causing a decline.
STEP 2: PLAN
We developed a two-year communication plan based on data and feedback, setting objectives to address misperceptions and foster trust. We aimed to reshape the narrative.
We aimed to reshape the narrative.
STEP 3: IMPLEMENT
We introduced the campaign to district leaders, providing guidance for incorporating key messages across district and school communications. We created marketing materials and trained staff to enhance family interactions and guest experience.
Brand Anthem Video
We used video to highlight the district’s strengths, showcasing modern facilities, rigorous academics, and a supportive atmosphere.
Campaign Graphics
For these graphics, we utilized stock imagery and advised communications staff to capture similar images of their students. These images were provided as templates so communications staff could rework them for future use.
Digital signage at each school
We created examples of how to incorporate key messaging into the district’s digital signage to drive enrollment.
Social Media Examples
We created images, sample captions and hashtag ideas for district staff to rework and share across district and school social media accounts.
STEP 4: EVALUATE
By the start of the 2024-25 school year, enrollment increased by 566 students, exceeding the goal of 210 students.
This growth generated over $4M in additional revenue in year one, and $20M+ projected over the next five years.
Captivate Media + Consulting has also supported the district’s upcoming referendum campaign, seamlessly integrating it with ongoing enrollment efforts.
Ready to elevate your district’s communications with a strategic approach that drives results? Whether you need one-time project support or ongoing, cost-effective retainer services, we’re here to help.