New Schools for Baton Rouge

School Enrollment Campaign

Changing perceptions and bringing the power of choice to historically-uninformed families of all backgrounds

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PROBLEM

Our research found 39% of families believed their assigned district school is their only option.

New Schools for Baton Rouge, an education equality nonprofit, operates EnrollBR as a tool for families applying to charter schools in Baton Rouge via a common application. As NSBR's lead agency, ThreeSixtyEight supports this mission through brand development, research, advertising, content marketing, web development, and strategic consulting.

ThreeSixtyEight conducted NSBR's first family perceptions research which uncovered significant misunderstandings about choice, charter, and opportunity.

APPROACH

Ensure choice is recognized as universally attainable.

Whereas previous campaigns treated EnrollBR as a product on sale—Apply Now! Fast and easy!—research insights focused our efforts on building awareness of school choice and educating against rampant misinformation.

Since late 2020, we've honed a messaging strategy, developed delightful + informative interactive tools, and promoted the platform through diversified channel strategies.

The result is a community resource that's changing perceptions and facilitating informed choice among a historically-disadvantaged population. In addition to significant lift across key metrics, we've moved seasonal application trends earlier in the year, meaning families are taking proactive steps to secure their child's education.

Consistent increases over 2 years of collaboration

While we're proud of the marketing results achieved and the goals exceeded, we're most grateful for the opportunity to equip families with the power of choice and the uncommon future that's unlocked with a great education.

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