Somerset Academy

OVERVIEW:

Building a database of prospects is important to helping a charter school build and maintain enrollment. For Somerset Academy of Jacksonville, FL, a multi-screen advertising campaign incorporating a custom sweepstakes was an ideal way to spread the word about the school and generate leads from a target audience of parents - especially mothers - of younger students.

STRATEGY:

The school's initial campaign was built around a sweepstakes to win circus tickets by filling out an entry on a page developed by Comcast Spotlight and prominently featuring the Somerset Academy logo. Those entries would produce a pool of leads. The television advertising component was geographically targeted to air in the areas closet to the schools campuses. To reach "moms," networks included Animal Planet, ABC Family, Cartoon Network, Discovery, E!, HGTV, HLN, National Geographic, TLC, TBS and USA. A corresponding digital advertising component included interactive banners on Xfinity.com throughout the full Jacksonville market, expanding the campaign's reach.

SUCCESS:

The circus sweepstakes promotion delivered on the goal of generating leads for Somerset Academy: 65 entrants agreed to have their information released. Most of those entrants were women, showing that the campaign also hit the target audience. At a subsequent educational event, the school team heard from attendees that they had seen the Comcast Spotlight commercials, showing how effective they had been in reaching the right viewers.

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