Turning Vision Into Voice for a Transformative School Model
Expertise Delivered
The Challenge
One City Schools in Madison, Wisconsin, is pioneering a transformative approach to public education, ensuring students are poised for success from birth through high school graduation. However, even launching an innovative model is challenging in itself. Coupled with the daunting task of promoting enrollment opportunities, it becomes even more complex—especially given the time demands and limited resources inherent in operating and growing a school simultaneously.
Our Approach
The successful One City 2022 enrollment campaign was enhanced in 2023 by involving students and teachers, allowing them to speak for themselves. Highlighting character development as a key benefit of attending the school was a main focus. The Creative Company created a digital ad campaign with short, illustrated videos that helped One City exceed its goals. The campaign later won a MarCom Award.
The Results of Video and Digital Strategy
Community Impact
- Videos continued running past the initial enrollment period to build goodwill and visibility with donors and community stakeholders.
Engagement Metrics
Targeting local families within a 50-mile radius, the campaign used tailored keywords and demographic targeting to ensure the videos reached parents of school-aged children.
- 1,216.5 hours of total watch time (over 50 days’ worth)
- 92% average view rate (industry benchmark is typically ~30–50%)
- Over 100,000 local views from targeted parents and caregivers
Authentic Storytelling with Staying Power
The campaign not only boosted enrollment but reinforced One City’s reputation as a transformative educational model, building emotional trust with families and the broader community.
