Washington State Charter Schools Association

Through a multi-channel paid media campaign, we increased awareness around charter public schools, highlighting their benefits and increasing awareness and general support for this public school option.

Our campaign heightened awareness of the benefits of charter public schools among parents in Washington State and elected leaders, leading to significant growth in the number of legislators sponsoring charter public school funding. The result: the state legislature allocated additional funding for charter public schools.

The long-term success of the state’s charter public schools requires Washington residents to have a clear understanding of this education option. We helped bridge the public education gap by developing a set of “explainer” videos, as well as a 30-second paid media spot, to relay key messages about the benefits of charter public school education in a visually compelling, easily digestible format

The video series reached millions of viewers in Washington and helped educate parents and decision-makers on what the state’s charter public schools are and why they are an important part of the public school system. The videos were featured in a targeted ad campaign that helped WA Charters gain the support of state leaders and achieve school funding goals for the school year.

As part of an education and awareness effort, we enlisted the reach and influence of several Washington State-based social media content creators focused on parenting to amplify the benefits of charter public schools. The campaign leveraged the creators’ credibility and authenticity among their large followerships to deliver targeted messages to a highly receptive audience base.

Online engagement throughout the campaign was overwhelmingly positive. Numerous commenters expressed gratitude to content creators for dispelling myths about charter public school education. Additionally, thousands liked and shared the posts on their social media networks, helping to build a strong grassroots base of support for charter public schools.

We launched a digital media campaign, which included Google Search, Facebook ads, and landing pages, to help Washington’s charter public schools increase their enrollment numbers. The campaign highlighted the marketable benefits of each school and conveyed the core values associated with the charter public school system.

The schools met their enrollment goals for the year. The digital media campaign collected hundreds of leads of families interested in charter public schools, several of which ended up enrolling their children. The campaign also helped grow community awareness about the schools, earning millions of impressions across each region.