To build upon that momentum generated from a successful 2021 brand awareness campaign, TJ School wanted to grow their new student enrollment for Fall of 2022. While TJ School had established name recognition in the community, they needed a compelling story about the school experience to persuade parents to enroll their children. The goal of this campaign was to get prospective parents excited about the interactive and supportive environment the school offers.
Coinciding with their 30-year anniversary, TJ School announced they would be lowering tuition starting with the 2022–2023 school year. True positioned the 30th anniversary announcement to further foster connections and to optimize the existing digital campaign.
True created messaging that brought the vibrant programs offered by TJ School to life. We utilized a variety of channels including Google, Facebook, and Spotify to showcase TJ School’s student experience, while promoting the added incentive of having more affordable tuition. The Digital Team at True pinpointed the targeting by using a lookalike audience to ensure TJ School’s ads were being seen by quality prospects.
Thomas Jefferson Independent Day School, who offers a K-12 liberal arts education, was looking for new ways to market the school beyond traditional methods. Since hosting in-person events had become more difficult in 2021, they wanted to build a digital advertising campaign that would build brand awareness while illustrating what parents of prospective students could expect at TJ.
The True team used a collaborative approach to develop an in-depth digital ad campaign designed to reach parents in Joplin leading into the start of the school year. This was an opportunity to use a more digital solution to spread brand awareness and nurture leads for any TJ grade level that had not met its enrollment goal.
Recognizing that parents want to learn more about a school before enrolling their children, True developed campaign creative and a multi-level digital ad strategy to add authenticity to the TJ experience. Given the talent of the TJ staff, our team knew that creating more conversations between TJ and parents could lead to great results.