District marketing yields modest enrollment leads; communications director says perception benefits likely larger than initial conversions

Communications staff updated trustees on the Target River enrollment campaign designed to boost district visibility and new-student leads.

Staff reported 60 total online leads from the campaign to date but said only about eight of those are viable, contactable families who have indicated intent to enroll. The team said initial leads included a number of already-enrolled families or accidental clicks; staff adjusted ad creative and targeting to improve lead quality.

Campaign elements include social ads and videos, 50 yard signs deployed to high-visibility locations, targeted direct mailers and a landing page. "The leads that are coming in more recently seem to be more viable than those we got initially," the presenter said, and staff expect June and July to be important months as families prepare for fall registration.

Trustees asked whether eight students justify the spend; staff noted one of the eight equals roughly 40% of a funding unit and said intangible perception and branding benefits are part of the campaign's value. Staff will continue follow-up and monitor any additional enrollments resulting from the campaign.