This project is a multi-channel enrollment campaign using instructional design strategies to help local families recognize a local charter school as a strong educational option, guiding families from awareness to exploration to action.

Many families in the local community were unaware of a nearby K–8 school option.

Families often prioritize convenience, stability, and transportation when choosing a school, but without clear, accessible information, it can be difficult to evaluate available options.

The challenge was to communicate key benefits in a clear and engaging way while encouraging families to take the next step and explore enrollment.

The final solution is a multi-channel campaign designed to guide families from awareness to action.

A USPS postcard introduces the school and highlights key benefits in a clear, scannable format for families close to the school. Community flyers reinforce the same messaging in high-traffic locations, while a dedicated website landing page provides additional detail and a clear next step.

Each piece is intentionally connected, using consistent messaging and a QR code to direct families from print materials to the website, where they can learn more and explore enrollment.

This campaign was designed using a behavior-focused communication strategy, structuring information to support how families make decisions.

Clear Entry Point
The postcard serves as the first point of contact, introducing the school and communicating key benefits in a format that is easy to scan and quickly understand.

Message Prioritization
Information was intentionally organized to highlight what matters most to families—location, K–8 stability, and community connection—while supporting details reinforce accessibility, including transportation, meals, and licensed teachers.

Consistent Messaging Across Channels
The same core messages are reinforced across postcard, flyers, and the website to create familiarity and reduce confusion.

Guided Next Step
A QR code provides a clear and immediate path from print materials to the website, where families can explore more information and take the next step toward enrollment.

Website as a Decision Support Tool
The landing page is structured to expand on key messages, using clear sections and a map to reinforce proximity and help families visualize the school as a local option.

This campaign shifts communication from general awareness to focused decision support, helping families clearly understand what the school offers and how it fits their needs.

By highlighting key benefits and structuring information across multiple touchpoints, the campaign makes it easier for families to recognize the school as a strong local option.

The use of connected print and digital materials creates a clear path from initial awareness to website exploration, where families can learn more and take the next step toward enrollment.

Print materials were designed to present a high-level overview, allowing families to quickly understand key benefits and peak interest to explore further. This layered and cohesive approach guides families from initial awareness to continued engagement using QR codes to create a clear transition from print to digital. Information is introduced progressively, encouraging used to explore additional details, thus increasing buy-in.

The structure of the flier reflects the three column layout of website, creating visual consistency, making it easier for users to locate information. Consistent imagery is also used throughout the campaign, including a photo of the school building to address a common concern that the building is not easily identifiable, helping families connect the messaging to the real, physical location, increasing drive-by recognition and visibility.

Canva, USPS EDDM, Google Sites