Hampton Park Christian School
360 Marketing Campaign Leads to Transformative Growth
Situation
Hampton Park Christian School came to us with a very specific goal in mind: add 100 new students within the span of five years. Hampton Park had not done any strategic marketing prior and came with an openness to what we could achieve together.
So, we got busy. The first big challenge was “getting the brand right.” We needed a big idea that Hampton Park could own and that would generate awareness and create momentum in Greenville. Enter “Love Lives Here.”
Solution
- We created a strategic plan for an integrated marketing campaign with a new brand message and campaign concept.
- We created a new website to showcase the school’s new brand and function as a prospective parent research hub.
- We launched a 360 marketing campaign featuring activations on social media, billboards, paid digital media, and live events.
However, 7 months into our partnership… COVID happened. Suddenly education was disrupted, and we needed to evaluate our new circumstances and respond accordingly. We significantly revamped our original plan and launched a new campaign to provide parents both clarity and confidence about Hampton Park’s plans during Covid.
One clear takeaway: It is easier to pivot a brand and marketing strategy when you have a plan already laid out. Our strategy was solid, but the tactics needed to change. Having a plan made the pivot happen faster, and it helped us know what to change versus what to leave intact.
Results
Within our first year of partnership, we saw dramatic improvements in target audience engagement on social media. Also, the school received on average at least one parent tour request per school day. Over 180 new tours were scheduled, and within a year of working together, school enrollment was at capacity, with many grades on a waiting list.
The school administrator told us, “With the increase in new students, I can’t believe the kind of families we are finding that are coming to us… these are the ‘right fit’ families we would’ve selected if we could have.”
Love Lives Here is here to stay.
People Reached via
Social Media
Brand Recognition
2 Consecutive Years
“With the increase in new students, I can’t believe the kind of families we are finding that are coming to us… these are the ‘right fit’ families we would’ve selected if we could have.”
—Kevin Priest, School Administrator
