Competing for enrollment in a changing public education landscape

GREAT FUTURES BEGIN IN PLANO ISD

THE CHALLENGE

Plano ISD had faced declining enrollment for more than a decade as an aging population, rising housing costs and increasing competition changed the market for school-aged families.

By 2025, those pressures were accelerating. Neighboring districts were expanding open enrollment, private and charter schools continued to compete for students, and the passage of Texas Education Freedom Accounts introduced a new level of competition by providing public funding for eligible families to pursue private education.

Following the closure of four campuses in response to shifting enrollment, Plano ISD needed a more intentional approach to attracting and enrolling families.

FINDING OUR POSITION

Our research with current families identified three recurring value propositions: safe and supportive schools backed by the community, academic excellence with real-world impact and comprehensive programs for every student.

But it also revealed a disconnect. Families not enrolled in the district were largely unaware of the breadth of programs and learning opportunities available across Plano ISD.

With continued expansion of CTE pathways, academy programs and specialized learning experiences, we had a compelling story that wasn't being told.

MY ROLE

I led the district side of execution, including campaign messaging, copywriting, creative direction, testimonial production and executive approvals. I also reviewed performance throughout the campaign and recommended strategic adjustments based on audience response.

BRINGING THE CAMPAIGN TO LIFE

Working alongside an enrollment marketing partner, we launched a five-month campaign designed to reach families with school-aged children within and immediately surrounding Plano ISD.

The campaign extended across paid and organic social, search, programmatic display, CTV/OTT, SMS and video.

GENERATING INTEREST WAS ONLY THE BEGINNING

Every campaign touchpoint directed prospective families to a centralized enrollment experience. Once a family submitted an interest form, our Welcome & Enrollment Center followed up within 24 hours, connecting them with subject-matter experts and campuses based on their individual needs, as well as serving as enrollment liaisons, providing step-by-step guidance throughout the journey.

Campus leaders also set aside recurring opportunities for prospective families to tour schools, helping turn digital interest into a more personal experience with Plano ISD.

CAMPAIGN RESULTS

1.38M Social Reach

657K CTV/OTT Reach

47.6K Landing Page Visits

700 Enrollment Interest Forms

134* Confirmed New Student Enrollments

*Preliminary figure based on campaign-attributed enrollment reporting. Final enrollment status pending confirmation by Plano ISD Student Records.