Embedded Files
Case Study Overview
Case Study Overview
A multi-channel enrollment campaign using instructional design strategies to guide families from awareness to exploration to action, helping families recognize the school as a strong educational option.
The Challenge
The Challenge
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 Solution
The Solution
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 details 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.
Design Strategy
Design Strategy
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 the postcard, flyer, and 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.
The Impact
The Impact
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.
Design Decisions
Design Decisions
Print materials were designed to present a high-level overview, allowing families to quickly understand key benefits, and peak interest to explore further.
A layered and cohesive approach guides families from initial awareness to continued engagement through the use of a QR code to create a clear transition from print to digital.
Information is introduced progressively, encouraging users to explore additional details, increasing buy-in.
The structure of the flyer reflects the three-column layout of the website, creating visual consistency and 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.
Tools Used
Tools Used
Canva, USPS EDDM, Google Sites
View the project
View the project
This campaign experience uses multiple touchpoints to guide families from awareness to action, reinforcing consistent messaging across print and digital formats.
Awareness → Interest → Website Exploration → Enrollment Application
Community Flier
& Postcard
Community Flier
& Postcard
A single design was intentionally adapted for direct mail and community distribution, ensuring consistent messaging across multiple touchpoints and increasing visibility.
The layout highlights key benefits and directs readers to a QR code to create a clear transition from print to digital.
Direct Mail
Direct Mail
A USPS Every Door Direct Mail (EDDM) campaign was used to target families within a defined geographic area. Routes were selected based on demographic data, prioritizing households with children ages 0-13 to support targeted outreach.
The two-sided 8.5x11 postcard featured the primary campaign design on one side, with additional supporting information on the reverse, highlighting key services offered to help families quickly assess fit.
Website Experience
Website Experience
A dedicated landing page extends the campaign by providing additional context and guiding families toward exploring academics, programming, and enrollment.
The page reinforces key messaging while supporting the transition from awareness to action.
Case Study Artifacts
Case Study Artifacts
STORYBOARD
STORYBOARD
Storyboard_ AWCL.pdfPOSTCARD
POSTCARD
Community School Campaign Post Card.pdfThis project highlights how instructional design principles can be applied beyond traditional training to influence behavior and guide decision-making.
For an example of these principles applied within a structured learning experience, explore my scenario-based phishing training. To see how they scale at a systems level, visit my literacy program redesign.
Google Sites
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