Targeted Outreach Campaign, Enrolled 20 Parents and 48 Potential Leads Generated.

St. Vincent De Paul of Baltimore (SVDB) runs six Head Start sites and two Early Head Start sites in Baltimore City, catering to 733 children. Head Start and Early Head Start programs that provide early childhood education services to prepare infants, toddlers, and preschool children for school.

Aiden Marketing was selected by St. Vincent De Paul of Baltimore to drive more school enrollment leads for their Head Start preschool program.

We launched an Targeted Outreach and Nurturing Campaigns that generated 50+ qualified leads and 20 enrollments, within 30 days, for two locations that had spaces available.

Website:
https://www.vincentbaltimore.org

What we did through targeted outreach campaign and various inbound tactics:

• Business Blogging
• Social Media Marketing
• Search Engine Optimization
• Visual Content Marketing
• Email Marketing
• CTAs, Landing pages and forms
• Facebook and Instagram Social Ads

The main issue was the difficulty in reaching parents and guardians for early education programs. Despite Early Head Start centers existing, the target audience lacked understanding of the benefits of early education. St. Vincent de Paul of Baltimore used email, social media, and Salesforce CRM, but these tools did not measure marketing success effectively. The website also struggled to generate leads. The absence of Google Analytics, Website Local SEO, Google Maps, and iPhone apps made it difficult to locate the centers on mobile devices.

The team has analyzed key audiences and identified the target audience for their strategy, which includes young African-American women and Hispanic women aged 18-45 in Baltimore who are influential in their children’s education.

Aiden Marketing has designed and managed 13 ads for St. Vincent de Paul of Baltimore, with 9 ads for Facebook and 4 ads for Instagram. The ads targeted African-American women and Hispanic women in Baltimore, focusing on their interests and backgrounds.

The strategy includes an integrated content strategy and implementation, with a focus on attracting parents by highlighting the benefits of Head Start and utilizing various digital channels, including informative blog posts.

The primary objective of the partnership with St. Vincent De Paul of Baltimore was to enhance the number of school enrollment leads for their Head Start preschool program.

The campaign utilized targeted online advertisements, search engine optimization, and compelling content creation to effectively reach the target audience and generate interest in the Head Start program. We aimed to increase awareness about the program and highlight its unique features and benefits, ultimately encouraging parents to inquire about enrollment.

The Winter Open House campaign lasted for 30 days. It resulted in 20 children being enrolled by their parents and 48 potential leads being generated. The campaign targeted Caroline Street and Arts Center locations, attracting new families and generating interest in available slots. Overall, the campaign was successful in terms of enrollment and lead generation.

Winter Open House Enrollments

Caroline Street

Arts Center

Total of # of Winter Open House Leads

During the period from December 10th to December 31st, we were able to obtain a total of 48 online leads.

The Hispanic-targeted ad had the lowest engagement, indicating a need for further testing with different demographics and interests. Women aged 25-34 showed the highest engagement across all ads. The ads promoted Head Start preschool benefits, encouraged registration, highlighted free preschool and winter open house events, and general enrollment on Facebook. Different formats, including the carousel, were used for engaging visuals and information.

Caroline Street

Arts Center