Parents today face an ever-growing number of educational choices, including charter schools, private schools, homeschooling, and online options. The Boise School District, one of the strongest public school systems in the country, is the primary school choice for the vast majority of Boise parents. However, as new families continue to move into the Boise area from other states, there is an unprecedented need for Boise’s public schools to get loud with their story. They chose Stoltz, public school products ourselves, to help. We set out to build a marketing strategy and ended up starting a movement.

Strategy

Over a year in, our “Everything’s Possible” campaign is going strong. Designed to change perception and encourage engagement among all target audiences and stakeholders, the creative strategy supports all value props, ties in seamlessly with the District’s mission statement of “Educating Today for a Better Tomorrow,”  and serves as a platform for the really good stuff – endless faces and stories of students and teachers. Throughout the school year, our production crew visited a dozen schools to capture custom photography and video to fulfill the content needs of the campaign, which included hundred of organic social posts, hyper-targeted digital and social media ads, and the inaugural TV spot.

Results

51,742
organic social media engagements
4.5 million
overall impressions
0.32% CTR
over 4x the national benchmark
110
students and teachers featured

Behind the Scenes