Commonwealth Charter Academy (CCA) is a public charter cyber school serving K-12 Pennsylvania students that needed our assistance in developing its Hispanic marketing strategy. Our initial research revealed that Latinos throughout Philadelphia and the Lehigh Valley were largely unaware of this type of education or of CCA’s existence.

After conducting 160 field surveys, we developed a multimedia campaign whose goals were to increase CCA enrollment by driving traffic to the website and open house events. Fast forward three years, our efforts resulted in more than 50 million impressions, 800 calls to CCA’s Spanish-language phone line, 115 Spanish-language open house attendees, 52 online applications from Spanish-speaking families and 400 students enrolled in the ESL classes, alone.

COVID-19

Pivoting and innovation were the immediate steps taken to transform a proven person-to-person strategy and design a plan that would evoke the same emotional connection to get our Hispanic audience to engage in a virtual platform.

Implementing a mix of interactive virtual open house events, radio station community caravans, virtual roundtables and a comprehensive media plan using multiplatform ads and live interviews resulted in almost 20,000 enrollees in less than three months.

The result? CCA doubled its enrollment to nearly 20,000 in less than three months.