Listen to our Parents
Target Audience
Parents and community members in the district
Clear focus or intended outcome - We wanted to reinforce to our community as a whole that parents are happy with their children’s education. The student experiences are high quality and parents see this. This campaign was an effort to capitalize and magnify word of mouth, especially after a contentious 2021 school board election.
Identified target audience - Our specific audience was defined as parents and community members in the district and surrounding communities within a 20-mile radius.
The 70-day radio campaign used local radio stations that reach the community and surrounding districts and ran from winter break until February 28. The seven advertisements were changed out every 10 days in order to provide repetition, yet new parent testimonials. Each message used a female “mom voice” as the announcer and repeated the mission statement of the district consistently.
At the same time, we also ran Facebook videos in the desired markets with specific targeting toward zip codes in the target communities. We are consistent with our light and bright color pallet branding with graphics that reinforce the message and identify Charles City Community Schools. The video displays active learning happening while parents talk about their joy in seeing the #CharlesCityExperience in their children.
The newspaper advertisement ran in several special sections of our newspaper and around Christmas time. We also have video advertisements running at the local movie theater which draws from a 30-mile radius.
The social media video and radio combination was effective in reaching our target audience. We reached more than 25,000 people with the Facebook ads and received positive feedback from the radio campaign.
Newspaper Ad
Radio Ads
- Listen to our Parents