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KXAN - Premier High Schools

CHALLENGE

Premier High Schools, an alternative high school, with 32 campuses across Texas needed to bolster enrollment. Their current marketing program, comprised heavily of direct mail was experiencing a steep decline in response. They were looking for a digital alternative, yielding a better response.

PROCESS

After assessing their creative messaging as well as imagery, it was proposed that an A/B test be conducted using their traditional messaging: pictures of happy graduates in a cap and gown and the new creative “Heroes”, to see which resonated more with their targeted audience.

OUTCOME

After receiving the results from RAM, the client was surprised to see their traditional messaging performed significantly lower than the proposed Heroes initiative. They also gained valuable insights as to why parents chose an alternative high school and that many parents did not understand the difference between private, charter and alternative high schools. With the insights provided by the RAM study, the client invested $32,000 and was able to produce $120,000 or a 5:1 ROI on their program. They have asked us to do additional programs for their sister schools.

TESTIMONIALS

In the years that we’ve been using RAM it has become an essential part of our presentations to
advertisers. It gives us the diagnostic data that we need to demonstrate the value of newspapers to advertisers.

-Phil Witherow, Director of Research, The Philadelphia Inquirer/Daily News

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