Discovery Charter School’s “Small School. Big Results” Campaign
- 7 days ago
- 2 min read
Written by: Dimitri Moisiades
Campaign Overview & Objectives
Over the past week, our agency class has continued making progress on our “Small School. Big Results” campaign for Discovery Charter School, a local charter school in the Rochester area. The goal of the campaign is to increase enrollment, specifically among incoming kindergarten students. Rather than concentrating on just one deliverable, our team has been working on an integrated marketing communications campaign that includes radio, digital display, and print pieces. This experience has reinforced how using multiple media platforms in a campaign plays a key role in effectively reaching an audience.
Radio Advertisement Development & Execution
One of the most significant milestones, the week before spring break, we produced a radio advertisement. Writing the script required us to think carefully about clarity, tone, and pacing, especially since radio relies entirely on sound to communicate its message. During the recording process, we had to consider voice delivery, timing, and how to emphasize key information such as application deadlines and school highlights. The radio ad aims to reach parents during their daily routines, such as commuting, where short, memorable messaging can increase awareness and reinforce brand recognition. The radio ad highlights the reasons why parents should enroll their child at Discovery Charter School, and finishes with a clear connection to our “Small school. Big results” campaign slogan. We produced 15-second and 30-second spots, keeping the ad short and simple.
Digital Display Advertising Strategy
In addition to the radio spot, we created two digital advertisements that will be displayed at a local mall. These ads required a different strategic approach. Unlike radio, digital display advertising must quickly capture attention through visuals and concise copy. We focused on strong headlines, clear calls to action, and imagery that reflects Discovery Charter School’s values and learning environment. Because mall advertising reaches a broad community audience, including families, the goal was to make the messaging accessible and immediately understandable within just a few seconds of viewing.
Print Materials: Flyer & Brochure Design
Our team also made progress on both a flyer and a brochure. Print materials allow for more detailed information than radio or digital ads, so we worked on organizing content in a way that is visually appealing while still informative. Decisions about layout, color schemes, typography, and hierarchy became especially important in ensuring the materials remain consistent with the school’s branding. These pieces will serve as take-home resources for parents who want to learn more about the school.
Integrated Campaign Impact & Reflection
Working on these different projects simultaneously has highlighted how each element of the campaign serves a distinct purpose within a larger campaign strategy. The goal of this job has always been to raise awareness of the school for parents looking to enroll this spring, and helping the school reach its enrollment goals. Our integrated marketing communications strategy is helping us accomplish this. While the messaging remains consistent, the execution must adapt to fit the medium. Things are moving forward very smoothly and we are happy to have this opportunity.
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