      Case 03·Education · Enrollment·District 10, the Bronx·2026
    

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.

22,066

Reported reach

4.81%

Click-through rate

$0.18

Cost per click

2,931

Tour-page visits

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.

JHS 118 needed an ad account, tracking, a landing page, and a tour-booking system. Recruitment ran through the DOE portal. We built those tools and ran the school’s first digital enrollment campaign.

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

Foundation

Ad account, tracking, bilingual landing page, and tour form — all built from zero.

Strategy

A three-phase enrollment growth plan, budget, and radius analysis.

Targeting

A 7,273-household universe scored down to the 1,000 most likely families.

Creative

12 ad assets in three ratios, plus a bilingual EN/ES mailer, designed in-house.

Media buying

Facebook and Instagram — full build, buy, and optimization.

Reporting

A live 9-section closeout dashboard housing every ad, metric, and next step.

Built from zero

A school that couldn't run an ad now runs a program.

We gave JHS 118 the accounts, tracking, landing page, and booking tools to run future campaigns.

01

Ad account

Configured to deliver

02

Tracking

Pixel & analytics

03

Landing page

Bilingual · ms118.info

04

Tour form

Staff-managed booking

05

Short link

bit.ly/ms118tour

06

QR code

Print → digital bridge

22,066 reached

— Meta-reported reach during the campaign. A starting point for further audience development.

Bilingual by design

Front + back · EN / ES

Bilingual mailer front — A Strong Start for High School Success

Bilingual mailer back — program grid and Schedule a Tour CTA

Built for the community it's reaching.

We designed every asset in English and Spanish from the start. The mailing list included 512 Spanish-speaking and 424 English-speaking households.

Four ad sets · three ratios each

Academic Strength · More Than Just a Middle School · Preparing for Top High Schools · Community & Family Engagement

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

22,066

Reported reach

60,922

Impressions

4.81%

Blended CTR

$0.18

Cost per click

2,931

Tour-page visits

Best ad set: 5.75% CTR at $0.11 per click — the "Academic Strength" creative drove the most clicks at the lowest cost. The clearest signal of what resonates with these families.

What the data taught us

01

Build the capability first.

The school now has the accounts, tracking, and booking tools to run future campaigns.

02

Calendar beats creative.

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.

03

We tell you what underperformed.

The ad asking families to take action performed better early in the campaign and faded as summer approached. That pattern supports testing it during the next enrollment window.

The funnel, read as diagnosis

60,922

Impressions

22,066

Reached

2,931

Page visits

3,697

Link engagements

Same-cycle inquiry

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.