Account Intelligence Helps Shift Charter School Advertising Amid COVID-​19 Pandemic

BY Adam Ambro
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Challenge: Keep enrollment up in current climate

Neha Jolly, digital account executive for Viamedia, recently called on a charter school business in her local Phoenix market.

The [charter school] group is an established name in providing quality education in the valley,” said Jolly. “They have been in business since 1996 and are a bilingual charter school that specialize in providing tuition-​free quality education within the community.”

Like any other educational institute, they are facing similar challenges in keeping up with their current curriculum. Most institutes in the valley are not at pace with the next year’s enrollment either. So, in a way they are playing catch up and getting the word out there about them being open for enrollment and benefits of enrolling in school like theirs.”

Solution: Turn to AdMall’s school market intelligence data and Digital Audit

Jolly is a 10-​year sales rep who only has been using AdMall for the past few months.

I haven’t used AdMall very long, but it allows me, as a salesperson, to have an intelligent conversation with the client.”

But why reach out to schools now?

Schools and online education programs are spending tons of money during the pandemic,” said Jolly. “So, I did a local search for schools, got a list of schools in the prominent zip codes and did an analysis on the competition. I then performed a digital audit and reached out to the client with information on their online ‘prowess,’ if you will. I did all of that in AdMall. I love it, it makes my job a lot easier.”

Result: An all-​digital sale

Based on their existing media plan, there was a definite need for more awareness driving tactics and that’s it,” said Jolly. “That’s how I got them to the finish line, by selling OTT and targeted online video.”

The campaign signed was for a total of $12,000 over four months.