From zero
to an audience.
We built a Bronx middle school’s digital marketing foundation and ran a 50-day campaign. The results show both the engagement it generated and the limits imposed by the enrollment calendar.
JHS 118 — William W. Niles · District 10, the Bronx · 50-day campaign, May 8 – Jun 27, 2026. Meta-reported reach and engagement; reach does not establish household counts, enrollment, or brand awareness.
Before this campaign, JHS 118 had no way to market itself — no ad account, no tracking, no landing page, no tour-booking system, and no audience it could reach. Recruitment ran entirely through the DOE portal. We built the whole machine from scratch, then ran the school's first-ever digital enrollment campaign on top of it.
In 50 days, the campaign reported reach of 22,066, a 4.81% click-through rate, and $0.18 cost per click. The school also gained a landing page, tracking, and a basis for future audience-building.
The full program
We gave JHS 118 the accounts, tracking, landing page, and booking tools to run future campaigns.
Bilingual by design
Front + back · EN / ES
Every asset was produced in English and Spanish — designed bilingual from the start, not translated as an afterthought. When we scored the mailing list, it came back 512 Spanish / 424 English households: the community's own composition validated the decision on its own.
Plus a two-sided bilingual mailer, scored to a 1,000-household mail tier from a 7,273-household universe.
Campaign performance · May 8 – Jun 27, 2026
What the data taught us
The most durable thing we delivered isn't a metric — it's that the school now has a marketing function where it had none. The infrastructure supports future campaigns.
The campaign launched after the main middle-school choice window. That timing limited its opportunity to generate same-cycle enrollment inquiries. We found this in our own data mid-cycle and handed the client the fall plan before being asked.
The conversion-ask ad worked early and faded as summer approached — exactly what the enrollment calendar predicts. We keep findings like this in because measuring honestly is the job, and it informs the next campaign.
The campaign launched after the main choice window and recorded no attributed same-cycle inquiries. The single inquiry came through the DOE portal. Reach and clicks show delivery and engagement; they do not establish tours booked, applications, or enrollment impact.
What we handed over for the fall
Need to build a marketing function from nothing, or reach a community in its own language? That's the work we do.