St. Patrick Catholic High School

St. Patrick Catholic High School is a premier school located along the Mississippi Gulf Coast. While enrollment had grown over the past few years, the administration had established a goal to reach maximum enrollment capacity for the 2022-2023 school year. The location of the campus, posing transportation issues for families, plus increasing tuition rates in a tough economy were among the challenges facing the school.

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Objective

Generate Enrollment in the school and its programs. Engage, invite, enroll, and retain students to this premier Catholic high school.

Objective

Strategy

The school developed a strategy to cover a large area of the Biloxi/ Gulfport DMA with a digital campaign consisting of rotating messages. Campaign creative focused on the school’s Catholic identity, academics, and athletics. Since enrollment opened on January 30th, the campaign plan aimed to reach the most people in February during the beginning of enrollment season.

Strategy

Plan Details

Market: Biloxi/Gulfport, MS

Flight Dates: 1/31/22 - 5/31/22

OOH Formats: Digital Bulletins (4) and Digital Posters (3)

Target Audience: Parents age 35+ HHI $75K+ of school aged children.

Target Audience Reach: 95%

Target Audience Frequency: 26.38

Budget: Under $10,000

Plan Details

Results

The school’s 2022-2023 goal was to enroll 625 students, which was full capacity. Registration opened January 30, 2022 and the ad campaign started January 31st. On July 3rd, the school surpassed its goal  and achieved record enrollment of 628 students along with wait lists for each grade. 

 

Out of Home Advertising Association of America

 

Results