On-the-job training, in high school, with the opportunity to earn college credit? We drank the Kool-Aid. Then we asked for refills. We branded the new way of learning as a preparatory school that prepares a student for the life path of their choosing, with options open for both college and career.
Turns out we’re not alone in our enthusiasm for Baldwin Prep. We were charged with generating enough interest to garner 250 applications for the school’s first enrollment period. The total number of applications received? An impressive 2,000+.
Initial applications goal
In addition to earned media, we were charged to be stewards of Baldwin Prep’s paid media budget. Combining precision digital targeting with our storytelling experience, we created a series of videos ranging from student testimonials and messages from school officials involved in the program to 15- and 30-second spots that demonstrate the high level of knowledge and future success available to Baldwin Prep students.
High-talent partnerships were key to the success of this campaign. To maximize impact while keeping an eye on the budget, we worked with multiple video production teams for various aspects of the campaign, utilizing top talent in our own market as well as highly regarded teams from Birmingham, AL and Columbus, OH.
Baldwin Prep is a truly newsworthy development in our region’s education and workforce. With media relationships long in place, we hit the ground running with Baldwin Prep’s stories, from announcements of the innovative school, the first of its kind in the region, to big-name industry partnerships. Across print, TV and online outlets, our PR team and local media worked together to get the news out to prospective students and their parents.
The result? We received almost 10 times the number of applications set out as the original goal, and garnered over $600,000 in earned media through 2024 and counting.
Lawyers are legally obligated to rattle on at the end about how no representation is being made that the services they’re offering are any better than anyone else’s. That law doesn’t apply to advertising. Our services are better because our results are better.
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Ready for award-winning work and the support of a career-building team? Bring your experience and enthusiasm to DSBP!
