Case Study

Increasing The RVSD Welding Technology Program Enrollment Through Video Production & Direct Mailing

SITUATION

The River Valley School District of Blairsville, PA integrated Welding Technology into their STEAM Academy. In order to launch and promote the program, River Valley came to us to generate a marketing strategy to recruit prospective students, engage the community, and share their accomplishments in secondary education on a global level.

STRATEGY

Upon touring the campus and learning about the program on a comprehensive level, our team formulated a strategy to promote and build energy around the welding program. Through marketing intelligence, performance marketing, and public relations, our team planned a video commercial, social media package, and postcard for mailing. The focus became clear: to reach audiences, locally and globally, through a professional approach—sharing the sensational program River Valley School District had introduced.

RESULTS

Following our creative strategy meetings, our team scripted, produced, and edited a video commercial for cable and Over-The-Top (OTT) streaming platforms. The commercial showcased the program’s offerings, careers within the field, and the impact the program brings to the community. Additionally, we designed a postcard for direct mailing to nearly 15,000 residents. We produced a social media package and provided professional photos for marketing use. Marketing intelligence allowed our team to recognize River Valley’s appropriate audiences for the welding program. Performance marketing guided a direct approach to reaching audiences through social media and Search Engine Optimization (SEO) through River Valley’s webpage; whereas, our team provided consulting. Public relations aided civic engagement, building audience contacts, and partnership opportunities with two local welding businesses. Subsequently, the River Valley Welding Technology program has launched, received numerous applicants, and surpassed enrollment projections by over 15%.