Dearborn Heights Montessori Center
All kids are cute. But these ones are smart, too.
Dearborn Heights Montessori Center (DHMC), and its network of suburban Detroit Montessori schools, faced a nagging issue: they needed more students.
A brand awareness and enrollment campaign designed to cut through the noisy, messy hallways of education options.
From the second you walk in the door, it’s clear that Dearborn Heights Montessori Center is different from other schools. There’s Peace. And Quiet.
That’s because the students are eagerly engaged in their education through independent learning and individually-guided curriculums. They have fun and see their work as a way to advance their understanding of a particular area of interest. With the support of other students and their teacher, they conquer more and more complex math, reading and writing lessons, starting in preschool. Yes, preschool.
These little Einsteins become confident problem-solvers and compassionate global citizens. Frankly, they’re already more awesome than most adults. And, DHMC students go to on to be recruited by some of the most highly respected high schools and colleges.
But there’s increasing competition and a lot of parents just don’t have the time to research and understand what Montessori is or what makes DHMC any different than any other school. That means that DHMC and its network continues to experience inconsistent enrollment. That’s why DHMC reached out to DO:BETTER to reverse that trend.
Our team created a series of three social media ads, which tell the story of Montessori education and DHMC students in just 8 seconds. With a limited budget, we scaled production to maximize the ad buy and designed communication workflows to nurture and engage potential leads over the course of the two-month campaign.
In just 71 days, nearly 200,000 people were exposed to the DHMC story, shifting the conversation from cost to value and positioning DHMC as the leader of the Michigan Montessori movement. The schools have begun to see positive trends in enrollment and are committed to continuing the momentum experienced from the campaign.
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