DSST PUBLIC SCHOOLS
STUDENT RECRUITMENT CAMPAIGN
DSST Public Schools is widely considered to be one of the leading open enrollment STEM (Science, Technology, Engineering, and Math) schools in the United States, and has become a destination for educators nationwide. DSST schools are home to the highest performing and highest growth secondary schools in Denver Public Schools, and to date, 100% of their graduates have earned acceptance into college or university.
DSST currently operates 15 schools (middle schools and high schools) in Denver, CO and Aurora, CO.
We were tasked with increasing student enrollment at the 15 schools that comprise the DSST Public Schools network. This included collecting, understanding, and utilizing data, nurturing prospective students and parents, and increasing attendance at open houses and tours across all of their schools.
Since this was the first time DSST had embarked on a full scale marketing campaign for student recruitment, there was plenty of research and numerous educated guesses during the initial few months. From there we began tracking, understanding, and optimizing based on the data that was gathered.
Tactics used to reach their goals and KPIs included pay-per-click advertising on Google and Bing (both search and display), social media advertising on Facebook, Instagram, and SnapChat, landing pages, lead nurturing workflows, persona development, lead scoring, CRM setup and development, custom forms, email marketing, copywriting, social media marketing, and support for traditional tactics and outreach.
Through our Student Enrollment Campaign, we were able to enroll 110% of their goal across all schools, created 950 new contacts, and for the first time in their history, they were able to gain insight into tactics and content that had the best impact on converting visitors into leads and leads into enrolled students.