Turning essential back-to-school information into content families wanted to consume

PLANO ISD BACK-TO-SCHOOL CAMPAIGN

RETHINKING THE COUNTDOWN

Rather than relying on families to navigate a lengthy Back-to-School Guide, we brought the information directly to them.

Over 19 days, essential topics like school supplies, health requirements, important dates and district policies were transformed into reels, carousels and platform-native content designed around how our audiences consume information.

The strategy paired utility with entertainment, using trends, short-form video and algorithm-friendly formats to expand organic reach without sacrificing the information families actually needed.

CAMPAIGN RESULTS

1.2M Views

166.5K Accounts Reached

29.3K Profile Visits

1.1K New Followers

$0 in Ad Spend, 100% Organic

THE CHALLENGE

For a public school district, Back-to-School communications have implications beyond awareness. Enrollment puts students in the system, but attendance matters to both student success and district funding.

Plano ISD's Back-to-School campaign was a cross-functional, multichannel effort designed to give families the information they needed to successfully begin the school year. Mass communications were delivered through student communication platforms, district newsletters and social media, creating multiple touchpoints leading up to the first day.

My role was to develop a social media strategy that could support that larger effort while doing something more: turn essential information into content that would earn attention, maximize organic reach and strengthen brand loyalty with the families we already serve.

125 Enrollment Interest Forms

102* New Student Enrollments Retained

*Preliminary retention figure based on new student enrollments attributed to the Great Futures Begin in Plano ISD campaign. Final enrollment status pending confirmation by Plano ISD Student Records.