Empowering Families to Choose Their Educational Future: How eSucceed Virtual School Met Its Enrollment Goals Through Targeted Digital Marketing
“Our goal was to show parents across the state of Wisconsin how flexible online learning can nurture a child’s passions and foster independence, just as effectively as any traditional brick-and-mortar school.”
– Amy Russ, Director of eSucceed Virtual School
eSucceed Virtual School
A One-Stop Virtual Learning Experience for K-12 Students
eSucceed Virtual School is a Wisconsin-based online school committed to delivering high-quality, project-based online education for K-12 learners. By offering rigorous coursework paired with individualized support, eSucceed serves families seeking an alternative to a traditional educational environment. Their approach is rooted in personalized learning pathways, which accommodate different student needs, schedules and learning styles.
The Challenge
Raising Awareness in a Competitive Educational Landscape
As a virtual school, eSucceed faced the challenge of standing out in a market where many traditional and online competitors were vying for families’ attention—especially during Wisconsin’s Open Enrollment and Alternative Open Enrollment periods. The pressure was on to not only inform parents about eSucceed’s programs but also to prove the school’s quality and establish trust. Without a dedicated brand awareness and lead-generation plan, eSucceed risked missing its enrollment targets and failing to connect with parents who needed a flexible, high-quality K-12 option.
The Objectives
Driving Brand Visibility and Enrolling Over 100 Students
When eSucceed partnered with Keystone Click, they had a clear picture of their ideal future state. They wanted:
- Heightened Brand Awareness across Wisconsin to reach families exploring virtual education.
- Effective Communication of eSucceed’s commitment to student satisfaction and academic success.
- Enrollment Growth—at least 100 new students—during both standard and alternative open enrollment periods.
Success meant a robust, steady flow of high-quality inquiries, improved understanding among parents of what eSucceed offers, and ultimately an increase in enrolled students.
The Strategy
Phased Digital Campaigns that Aligned with Key Enrollment Windows
Analysis
Keystone Click began by researching the education landscape in Wisconsin, pinpointing parents’ common questions and concerns about virtual schools. We collected data on:
- Search Trends and Keywords related to online schooling and distance learning.
- Competitive Positioning of other virtual schools.
- Demographic Insights showing when and where families engaged with education-related content.
We discovered that timing was crucial. Families typically explore new school options well before open enrollment windows, meaning an early start was essential for building brand familiarity.
Insight
The data revealed that:
- Early Brand Exposure significantly boosted engagement once enrollment opened.
- Testimonials and Reviews from satisfied students and parents were instrumental in nurturing trust.
- Geographically Targeted Ads maximized exposure across Wisconsin, where open enrollment options were crucial to local families.
Despite the competitive environment, the overwhelming takeaway was that families appreciate transparent information about academic support, flexibility, and overall online learning quality.
Strategy
From these insights, Keystone Click devised a year-long digital marketing plan, broken into four main phases aligned with Wisconsin’s enrollment timelines:
- Pre-Enrollment Brand Awareness (Top of Funnel):
- Ran Google Search and Display Ads showcasing eSucceed’s benefits.
- Featured diverse creative that emphasized flexibility, personalized learning and success stories.
- Lead Generation (Middle of Funnel & Bottom of Funnel):
- Deployed search and remarketing ads capturing users who had shown interest or clicked earlier ads.
- Highlighted parent and student testimonials to address concerns and build credibility.
- Used strong CTAs such as “Apply Now” and “Schedule a Call” to speak directly with the Director of eSucceed.
- Additional Brand Awareness for Alternative Enrollment:
- Repeated earlier brand awareness tactics to re-engage families and keep eSucceed top-of-mind.
- Continued Lead Generation Efforts:
- Emphasized enrollment deadlines and personal guidance from the eSucceed team.
- Targeted ads to families who had visited the site multiple times to encourage final sign-ups.
Throughout, we monitored performance, refined ad creative, and strategically increased budget toward the best-performing ads.
The Results
An Enrollment Boom and Ongoing Visibility for eSucceed
By implementing this phased approach, eSucceed achieved:
- 21,176 impressions and 995 clicks, driving a healthy flow of traffic to their site.
- A 4.70% CTR (Click-Through Rate), surpassing typical benchmarks for the education sector.
- 228 conversions and a 22.89% conversion rate, beating their 100-student enrollment target.
These metrics show not only strong engagement but also a high level of trust and readiness among parents to make the switch to eSucceed. The integrated advertising and retargeting strategy meant that families who initially clicked for more information were consistently guided back until they enrolled or inquired.
“We appreciated how Keystone Click helped us maintain top-of-mind awareness, especially during the critical enrollment windows. It made all the difference in reaching—and surpassing—our goal.”
– Amy Russ, Director of eSucceed Virtual School
Let’s Talk About Your Next Success
Empower Your Business with the Same Winning Digital Strategy
If you’re looking to increase brand visibility, generate qualified leads or overcome a tough market challenge, Keystone Click can guide you every step of the way. We’ve helped eSucceed surpass their enrollment goals, and we can do the same for your organization—no matter what industry you’re in.
Ready to get started?
Contact the team at Keystone Click and discover how strategic digital marketing can help your business transform challenges into remarkable wins.
