152%
Increase in high-value conversions
Go from misunderstood
to attracting more families who fit.
Thomas Jefferson Independent Day School
PK-12 | Nondenominational
Joplin, Missouri
Top School Objectives Achieved
Shifted perceptions of affordability and accessibility
Increased awareness with prospective families
Increased inquiries and enrollments from right-fit families
Improved accuracy of data collection and related insights
Solutions
Prospective families — Pre-K families seeking a long-term fit and middle and senior school families wanting balance and support — often viewed Thomas Jefferson Independent Day School (TJ) as inaccessible, perceiving it as too expensive and rigorous. Our campaign aimed to shift these misperceptions and increase brand awareness by showcasing TJ’s available tuition assistance, the success students achieve, and the personalized support offered to help each student reach their goals, no matter their starting point.
82%
of families who applied through ad campaign enrolled at TJ
515%
Return on campaign ad spend
The Extraordinary Is Within Reach ad campaign showcased TJ as an accessible and supportive option for more students. Ads across various digital platforms positioned TJ as a school that helps students attain their full potential through a balanced approach.
A key component of the campaign was the introduction of a permanent $5,000 tuition reduction for all students, making TJ significantly more competitive in tuition costs compared to other ISACS peer schools. Highlighting this reduction helped TJ shift perceptions and go from misunderstood to attracting more families who fit.
Through high-value conversion (or key event) tracking, the school can directly link its campaign efforts to increased enrollment.
“Our inquiries became much more targeted toward mission-aligned families, which led to an overall higher yield because Metric focused on reaching the right-fit families.”
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