The Problem
One City Schools in Madison, WI, 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
Building on the triumph of our 2022 enrollment campaign for One City, we decided to let the true essence of the school shine through its students and teachers. Our creative brief positioned the children as the story's protagonists, emphasizing the school’s 5 Habits of Character—a hallmark of a One City education.
Over two intensive half-day videography sessions, a dedicated crew captured heartfelt moments between the students and their educators. Thanks to impeccable organization, these sessions were maximized to their fullest potential. The footage was transformed into compelling short clips for a digital ad campaign on the Google Platform. To augment the video content, we employed distinctive illustrations, adding a layer of authenticity and ensuring our content truly resonated and stood out.
The Results
Not only did One City Schools meet their enrollment numbers, but the videos were so successful that they chose to continue to run them through October so community stakeholders can see what a difference the school and their scholars are making.
Video Campaign Metrics
- Watch time (hours): 307.3+ 329.8 + 579.4 = 1,216.5 hours or over 50 days!
- Average Percent Viewed: 92%
- Total Local Views: 100,000+