TH

THE CHALLENGE

​

A national education advocacy organization needed to connect eligible parents in the state's lowest-performing school districts with a scholarship program offering $6,500 toward better educational opportunities for their children. The audience was extremely narrow, often hesitant to uproot their kids from familiar schools, and the enrollment window was short. The campaign had already been running for a year with solid results, but performance had plateaued. The targeting pool was tapped, creative fatigue was setting in, and the existing approach had reached its ceiling. The campaign needed a creative reset to unlock the next level of reach and efficiency without burning out an already small audience.

​

THE APPROACH

​

Took over creative leadership in the campaign's second year, overseeing visual direction, messaging strategy, and creative format decisions across all platforms. Worked as part of a two-track team structure; leading the "A team" focused on concepting, building, and testing new creative approaches, while a "B team" ran analytics and reported back on performance so creative decisions were always grounded in data.

​

Directed the development of multiple creative concepts and recommended new format and medium experiments to break through the fatigue of year one. Tested illustration-based creative against photography to see which resonated with the target audience. Pushed messaging that spoke directly to parents, personalized, urgent, and designed to overcome the hesitation that kept families from applying. Underperforming concepts were killed quickly to preserve budget and keep spend focused on what was actually converting.

​

Expanded the creative approach across platforms, pairing high-intent Google Search campaigns with peer-to-peer texting to meet parents on the device where they were most likely to act. Used CTV and OTT placements strategically to seed broad awareness, then reallocated that budget into more efficient retargeting channels once the audience pool was built. Oversaw creative for native lead gen forms, landing pages, and automated email sequences that nurtured leads through the enrollment funnel.

The result was a second-year campaign that didn't just sustain performance; it dramatically improved on every metric the first year had set.

​

DELIVERABLES: 
 

Ad Creative Suite · Social Media Ads · Google Search Creative · CTV/OTT Placements · Peer-to-Peer Texting Creative · Landing Page Design · Email Sequence Creative