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 City On A Hill Charter School

Case Study

city on a hill charter public school out of home advertising     
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The billboard copy featured actual students and created significant buzz in the community with parents and peers.

The mobile portion of the campaign was very successful - a 57% lift on SAR (secondary action rate), which measures direct consumers engagement (calls, directions and visits to the website).

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

City on a Hill Public Charter School successfully utilized OOH and mobile. The billboard copy featured actual students and created significant buzz in the community with parents and peers. Additionally, the mobile portion of the campaign contributed a 57% lift on SAR (secondary action rate), which measures direct consumers engagement (calls, directions and visits to the website).

Details

While TAB ratings were disbursed, the billboard location sold itself - prominent downtown location on a major north / south access highway less than 1.5 miles from the charter school location. OUTFRONT's mobile network extended the campaign reach by targeting 11 zip codes identified by the client. Mobile penetrated target communities, where there is no OOH present.

Rational

The campaign's objective was to drive 9th grade enrollment. They also hoped to increase awareness and drive engagement with prospective students through phone calls, web site traffic, and physical location. The campaign set out to target students and parents.

Results

The billboard copy featured actual students and created significant buzz in the community with parents and peers.

The mobile portion of the campaign was very successful - a 57% lift on SAR (secondary action rate), which measures direct consumers engagement (calls, directions and visits to the website).

Most Importantly, 9th grade enrollment is on track.

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