From Invisible to In-Demand: How eSucceed Transformed Its Marketing Strategy to Drive Virtual Enrollment
“We have grown as an organization, not only numbers-wise but just an understanding of marketing — and that’s really because you guys have been so good about explaining that to us.”
— Dr. Michelle Andorfer, Director, eSucceed Virtual School
Reimagining Education for the Self-Directed Student
A personalized, project-based K–12 virtual school built to empower modern learners
eSucceed Virtual School is a fully online public charter school in Wisconsin serving K–12 students statewide. Founded by a visionary group of rural superintendents, eSucceed was designed to offer a flexible, self-directed education model rooted in Project-Based Learning (PBL), a philosophy that gives students real-world learning experiences and agency over their educational path. Their mission: to prepare learners not just to graduate, but to thrive.
The Challenge
A powerful school model hidden behind a lackluster digital presence
Despite a compelling academic approach, eSucceed struggled to connect with the right families. Their website was underdeveloped, their messaging was unclear and their marketing efforts were inconsistent. The team knew they had something unique to offer — especially during the shift to virtual learning brought on by COVID-19 — but they lacked a strategic roadmap to reach, engage and convert prospective families.
Their challenge was one many purpose-driven organizations face: a great product, underserved by its own visibility.
The Objectives
Clarity, credibility, and conversion — all backed by data
When eSucceed partnered with Keystone Click, they envisioned more than just a marketing facelift. Their goals were focused and ambitious:
- Drive a 30% increase in website traffic in 90 days
- Expand reach to families across Wisconsin, especially beyond their home region
- Generate inbound leads and conversions aligned with open enrollment windows
- Build internal understanding and fluency around modern marketing tactics
Ultimately, they wanted a system that was intentional, repeatable, and measurable.
The Strategy
From deep research to dynamic execution
Analysis:
Our engagement began with in-depth research: competitor audits, SEO and keyword analysis, website audits and real parent interviews. This helped us uncover major blind spots, both in discoverability and in how eSucceed’s story was being told online. We learned that families weren’t just looking for any virtual school — they were looking for support, credibility, and structure they could trust.
Insight:
The data showed eSucceed had untapped strengths, like PBL and strong teacher relationships, that weren’t being clearly communicated. We also discovered high-interest keyword groups around “virtual learning in Wisconsin” with minimal competition, and that word-of-mouth referrals weren’t enough to scale awareness statewide.
Strategic Execution:
We crafted a multi-channel inbound marketing strategy:
- A proposed website revamp focused on parent concerns and SEO
- Content strategy tied to persona-driven pain points and questions
- Landing pages tailored for lead conversion
- Email campaigns for both enrolled and prospective families
- Paid media campaigns on Facebook and Google Search targeting enrollment-related keywords
- A user-generated content and Ambassador program to build authenticity and trust
Everything was designed to create a consistent narrative, from ads to landing pages to email follow-ups.
The Results
A strategic shift that turned visibility into real growth
Within six months of the campaign launch, eSucceed was seeing measurable traction:
- Website traffic increased by 260%, with geographic reach expanding beyond the core region
- Inbound leads doubled, driven by optimized landing pages and retargeting efforts
- Email campaigns achieved above-average open and click rates
- Paid campaigns delivered a 7.3% lift in CTR and a 30% lift in conversion rate
- Student and staff ambassadors helped build social proof and word-of-mouth visibility
More importantly, the internal team gained new confidence in their marketing strategy and tools.
Need to Build a Marketing Strategy That Matches the Power of Your Product?
You don’t have to guess your way to growth
If you’re trying to reach a specific audience with a meaningful offer, but your marketing isn’t connecting, we can help. At Keystone Click, we don’t just deliver tactics. We guide you through a research-driven process that aligns messaging, platforms, and people to help your organization grow with confidence.
Let’s connect to get specific about your strategy. Contact us today to start the conversation.
