Clear Creek School District Enrollment Campaign

1. Overview

Client Name: Clear Creek School District
Project Timeline: January 2025 – August 2025
Client Market Segment: Public Education (K-12)

2. Objectives & Challenges

Primary Business Challenge:
Clear Creek School District serves a small, rural mountain community with just 660 student seats. Despite its strengths — like a four-day school week and outdoor-focused learning — the district was losing enrollment to nearby public and private schools through Colorado’s open enrollment system. They needed to quickly increase local visibility and drive real action from families.

Goals & KPIs:
Generate qualified inquiries and new student enrollment for Fall 2025, with goals including increased website traffic, Tour Request submissions, video views, and cost-efficient conversions.

Constraints:
The campaign was limited to digital channels only, with a modest budget and minimal internal marketing support. All creative and strategy needed to be developed externally.

3. Strategy & Execution

Strategic Approach:
We focused on making Clear Creek's values visible and compelling — using storytelling and modern creative formats to position the district as a flexible, personalized alternative to larger systems. The messaging emphasized student experience, community pride, and work-life balance for families.

Channels & Tools Used:

• Google Ads (Search and Display)

• YouTube Pre-Roll

• Facebook and Instagram Ads

• Custom-built landing pages

Deliverables Created:

• Two core video assets: one long-form live-action video and one 15-second AI-generated cut optimized for mobile and pre-roll placement

• Multi-size display ads for Google and Meta placements

• Social media ad variations tailored for engagement vs. traffic

• District landing pages for "Why Enroll," school-specific info, and Tour Request submissions

• Ongoing digital reporting dashboards for campaign optimization

Team & Roles:
Client relationship led by Katie Winner. Sarah Flanagan Silcott directed creative strategy, wrote all messaging, and designed campaign assets. Support from school principals helped shape key benefits, and district leadership approved final deliverables.

4. Results & Learnings

KPI Performance & Outcomes:
Within the first three months of the campaign, digital ads received clicks equal to 74 percent of the total available student seats — a rare level of digital engagement for a rural district.

• 1,243,236 impressions by June, 2025

• 161 conversions at $12.30 cost per action

• Strongest performance from YouTube pre-roll featuring real students

• Noticeable increase in Tour Request form submissions during the run

Insights & Optimizations:
The most successful messaging leaned into lifestyle — showcasing flexibility, nature, and individual attention. The AI-edited 15-second video helped capture top-of-funnel attention on mobile platforms. Website visitors who landed on the “Why Enroll” page or used the “Find My School” tool showed higher engagement and conversion rates.

Benchmarks or Comparison:
The engagement rate and cost per conversion outperformed comparable rural education campaigns. In a district of 660 seats, reaching the equivalent of 74 percent through ad clicks alone marked a standout success.