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CASE STUDY:
DSST PUBLIC SCHOOLS


DSST-Case-Study

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DSST Public Schools in Denver, CO

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 our graduates have earned acceptance into college or university.

DSST currently operates 15 schools (middle schools and high schools) in Denver, CO and Aurora, CO.

THE CHALLENGE

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.

THE SOLUTION

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.

THE TACTICS

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.

THE KPIS

For DSST, we were able to identify three primary key performance indicators to measure success - student enrollment applications, open house attendance, and tour attendance. Open house and tour attendance were primary indicators to determine likelihood of enrollment.

“We have worked with HIVE for over a year and a half. These guys are incredibly helpful with all things HubSpot – if you dream it they’ll help you get there – to digital advertising. Thank you so much!”

DSST Logo
Andrew Mendrop
Senior Manager of Marketing and Brand

“Working with HIVE and HubSpot is a critical piece of our strategy.”

DSST Logo

Heather Lamm
Director of Communications

THE RESULTS


DSST has reached 110% of their enrollment goal the last two years, substantially increased website traffic, and increased open house and tour attendance.

Due to DSST's marketing success, they were able to open their first school outside of Denver in 2019.

Goals

110%

Throughout this campaign, DSST was able to enroll 110% of their goal across all nine of their schools.

Website Visits

150,266

Website visits during their student recruitment cycle of September – February.

Contacts

950

New contacts created during DSST’s student recruitment cycle.

Insights

INSIGHT

Since this was the first campaign for DSST, we were able to get great insight into the tactics and content that had the best impact on converting visitors into leads and leads into enrolled students. This data will be utilized in year two.

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