The York Catholic District School Board has seen a decrease in Kindergarten registration over the last decade. As a millennial parent myself, I noticed a gap in the promotional material for first time registrants and their families which initiated the idea to go behind the scenes of a Kindergarten classroom.
With no budget or equipment, the approach was (with parent's consent) to be a fly on the wall to capture what a Day in the Life of a first year learner is like. The strategy was to use this footage in 3 different ways:
In community: Airing a video on advertising boards in 30+ community centres in the York Region area.
On Social Media: A Day in the Life video series that aired throughout the summer.
Digital Strategy: Weather Network Ads targeting a 5 kilometre radius of the the lowest enrolment school.
Results
• 278, 580 impressions
• 1,737 click throughs to ycdsb.ca
• 55,000+ views
• ads displayed in 30+ community centres across York Region
• targeted ads using The Weather Network
• stronger community engagement
• clearer parent onboarding journey