Website
Alignment Rockford
Integrated Marketing Campaign
Client
Rockford Public Schools
Industry
Education
Our Expertise:
Marketing
Digital Media
Campaign Theme/Concepts
Integrated Advertising (TV, print, billboards, radio)
Ad Buy Strategy/ Placement
Public/Media
In 2015, Rockford Public Schools District 205 (RPS 205), made up of about 28,500 students, had reason to celebrate improving student achievement, new programs and physical infrastructure upgrades. RPS 205 invested significantly in efforts to reinvent itself and needed a marketing campaign that would share those accomplishments, increase awareness, and enhance the reputation of the District as the “school of choice” – separating it from neighboring communities and a plethora of private schools in the region. Chartwell Agency developed the Our Kids Rock campaign to help RPS 205 achieve those goals.
Solution
Our Kids Rock was developed and implemented an aggressive integrated marketing campaign featuring TV commercials, billboards, public relations efforts and digital advertising designed to shine a spotlight on the amazing accomplishments of RPS 205 students while promoting the District’s variety of programs. Chartwell Agency managed the strategy, content development, public relations and digital campaign for the campaign and worked with RPS 205 on design and videography for final production of billboards and videos.
Outcome
Over the course of the quarter-long campaign, the Our Kids Rock campaign achieved the following results.
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Public relations efforts earned 90 placements with an advertising equivalency of more than $100,000.
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A reach of 245,379 for television ads and 110,341 for billboards.
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A digital campaign click-through rate three times higher than the average Facebook campaign with a relevancy score of 9.2 out of 10. As a result, the campaign enjoyed premium placement, low ad costs and excellent action rates.
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The digital campaign resulted in:
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423,846 digital impressions
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21,682 click-throughs (clicking on an ad to learn more)
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12,564 actions/engagements (users liking, commenting or sharing content)
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An increase of 500 “likes” for the RPS 205 Facebook page
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Parents of children at transition-points (Pre-K, Kindergarten, first, fifth, seventh and ninth grades) interacted with the campaign at a rate of 2:1.
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