Campaign Goal
To elevate the Longview Independent School District (LISD) brand in a positive way within the community and increase enrollment, LISD partnered with Encore to create and produce a strategic marketing campaign that engaged parents and students in the school district, as well as the surrounding communities.
Primary objectives focused on LISD’s success and showcased its innovative educational models designed to empower children to become confident, lifelong learners who are prepared for their future of choice.
Target Audiences
Parents with school-age children
Elected and legislative representatives
Higher education colleges and universities
Area realtors and businesses
Potential teacher candidates
News media and publications
Messaging
Based on in-depth market research and analysis, Encore designed a two-year campaign around the theme of “Education with Purpose.” This message served as a foundation for a wide range of digital and traditional deliverables, all focused on promoting on the district’s magnet schools and Montessori, STEAM (Science, Technology, Engineering, Arts, and Math), and International Baccalaureate initiatives.
Creative Deliverables
Among the marketing assets written, designed, and produced by Encore were video and radio commercial spots, long-form videos, print ads, digital banners, and digital and poster billboards.
One of the campaign’s featured commercials highlighted LISD’s STEAM program. It layered illustrative animation with live action video, defining how the STEAM program and LISD teachers helped students with hands-on, real-world learning experiences to explore and shape their future paths. The spot was honored with a gold Hermes Creative Award.
Additional marketing channels were used to further reach the community on a grass roots level. Community-focused collateral materials included printed bookmarks for complimentary distribution to area libraries, bookstores, and retail shops, as well as a children’s coloring book for giveaways at public events and in medical and dental waiting rooms.
