Success Story
“LBC really set the stage to bring Califon into view. With your help, we attracted even more tuition students than we could accommodate. Thank you for giving Califon a foundation to continue to build on next year, and for years to come.”
-- Califon School Chief School Administrator Dr. Michele Cone
-- Califon School Chief School Administrator Dr. Michele Cone
Califon Public School in Hunterdon County viewed its small class sizes as an asset. After all, that’s one of the hallmarks of most private schools. And the pre-K-8 school’s modest enrollment allowed for creative educational approaches and individualized attention.
But district leadership wanted to provide more enrichment and opportunities for its students without leaning on the borough’s tax base. Sustainability also was a priority. Califon School has been around for a century … would the current enrollment trend be enough to extend its longevity?
The Califon Board of Education decided to pursue a Tuition Program to increase its enrollment – at least a bit – while also adding revenue. LBC was brought on to promote the Tuition Program in the second half of the 2019-20 school year. At that point, Califon’s publicity efforts had consisted mostly of its tuition page on the school website. Some out-of-district families had expressed interest, but none committed.
LBC understood the need to develop carefully balanced messaging. Califon wanted to market its unique qualities to a new audience, but also sought to reassure current families and staff members that the school could add students without changing its character. LBC crafted letters for the district to separately address teachers and parents. This communication outlined the benefits of the Tuition Program and prevented these valued stakeholders from feeling blindsided by the promotional campaign.
Also, the school had to tout its private school-style identity without alienating those served by larger districts in the area. LBC reinforced the message -- through website copy, social media posts and other materials -- that Califon’s smaller class sizes were simply the right fit for some students.
LBC’s original plan called for extensive community engagement, including an Open House and a Realtor breakfast. Then COVID-19 hit. Our revamped campaign recognized that the situation that originally cost us opportunities ended up creating new ones.
Strategy: Since prospective tuition families couldn’t visit Califon, LBC had to bring the school to them – through social media and other virtual platforms.
Results: The news media was intrigued by LBC’s story line about a school that had so much room for social distancing, it was able to add students through a Tuition Program. Both NJ.com and MyCentralJersey featured articles about Califon welcoming out-of-district students.
LBC’s strategic use of social media, traditional media, community outreach, and website content changed Califon’s status from hidden gem to hot commodity. The district – one of just 74 of 700 private, parochial, and public NJ school districts to open with all in-person instruction for the 2020-21 year – accepted 10 tuition students. That was the maximum the school could enroll within social distancing guidelines.
With more families discovering Califon, school officials felt far more confident about the future.
But district leadership wanted to provide more enrichment and opportunities for its students without leaning on the borough’s tax base. Sustainability also was a priority. Califon School has been around for a century … would the current enrollment trend be enough to extend its longevity?
The Califon Board of Education decided to pursue a Tuition Program to increase its enrollment – at least a bit – while also adding revenue. LBC was brought on to promote the Tuition Program in the second half of the 2019-20 school year. At that point, Califon’s publicity efforts had consisted mostly of its tuition page on the school website. Some out-of-district families had expressed interest, but none committed.
LBC understood the need to develop carefully balanced messaging. Califon wanted to market its unique qualities to a new audience, but also sought to reassure current families and staff members that the school could add students without changing its character. LBC crafted letters for the district to separately address teachers and parents. This communication outlined the benefits of the Tuition Program and prevented these valued stakeholders from feeling blindsided by the promotional campaign.
Also, the school had to tout its private school-style identity without alienating those served by larger districts in the area. LBC reinforced the message -- through website copy, social media posts and other materials -- that Califon’s smaller class sizes were simply the right fit for some students.
LBC’s original plan called for extensive community engagement, including an Open House and a Realtor breakfast. Then COVID-19 hit. Our revamped campaign recognized that the situation that originally cost us opportunities ended up creating new ones.
Strategy: Since prospective tuition families couldn’t visit Califon, LBC had to bring the school to them – through social media and other virtual platforms.
- Califon was on Twitter, but LBC assisted the school in immediately launching a Facebook page, which was important to reach the district’s target audience. Facebook is a popular platform with parents, especially moms, and facilitated sharing posts with those outside the district. Posts were crafted to highlight Califon’s unique qualities: STEM labs for grades 3-8, an entrepreneurial program as part of the curriculum; a one-on-one approach to learning; a small, family-like environment that provides all children with a sense of belonging.
- LBC created interactive web content. FAQs invited visitors to learn more about the Tuition Program, while an interest survey allowed Califon to understand parents’ needs and concerns.
- We crafted follow-up materials to be sent to interested parents, including a letter and custom-designed flier.
- LBC considered every audience as we spread awareness about the Tuition Program. After we wrote letters that were emailed to parents and staff members, we reached out to the business community as well. Communicating with this group was key, as its members have a vested interest in a strong school system and could act as ambassadors.
- LBC firmly believes that an effective communications firm responds to any news and trends that could impact its client. Even as some coronavirus restrictions eased in the late spring of 2020, it was clear that social distancing would remain. Califon’s small class sizes gave it a clear advantage over larger districts as thoughts turned to reopening schools in the fall. So LBC began marketing Califon’s ability to give students space as well as individualized attention.
Results: The news media was intrigued by LBC’s story line about a school that had so much room for social distancing, it was able to add students through a Tuition Program. Both NJ.com and MyCentralJersey featured articles about Califon welcoming out-of-district students.
LBC’s strategic use of social media, traditional media, community outreach, and website content changed Califon’s status from hidden gem to hot commodity. The district – one of just 74 of 700 private, parochial, and public NJ school districts to open with all in-person instruction for the 2020-21 year – accepted 10 tuition students. That was the maximum the school could enroll within social distancing guidelines.
With more families discovering Califon, school officials felt far more confident about the future.