PEFNC Case Study | Think Big

PARENTS FOR EDUCATIONAL FREEDOM IN NORTH CAROLINA

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Unlocking Educational Opportunities in North Carolina

Imagine a North Carolina where every child has access to the education that best suits their needs. That's the vision Parents for Educational Freedom in North Carolina (PEFNC) is striving for. But with limited awareness of the state's Opportunity Scholarship Program and a rapidly approaching application deadline, many families were at risk of missing out.

01 The Challenge

PEFNC was committed to reaching and informing families quickly and effectively about the scholarship program's expanded eligibility. They needed a partner who could amplify their message, generate awareness, and drive applications. Think Big was ready to take on the challenge.

02 The Approach

We designed a dynamic digital campaign with a multi-pronged approach. We built a user-friendly landing page that acted as an information hub for interested students and parents that house a custom-built eligibility calculator, and created targeted digital ads to spread awareness. We tailored our creative, messaging, and targeting to hit and speak to both private school families and low-income families, ensuring no one was left behind. Our team constantly monitored and optimized the campaign based on real-time data, ensuring we were reaching the right people with the right message at the right time. We continued to meet families where they were at, moving them through the customer journey, and hitting them at the frequency required for conversion.

03 The Results

The results were a testament to the power of strategic, data-driven campaigns. We helped PEFNC achieve a dramatic increase in applications, reaching millions of people and exceeding industry benchmarks. But more importantly, we empowered families to make informed choices about their children's education, opening doors to a brighter future.

DATA STAT #1

37k

unique landing page visitors with a 33% conversion rate from page visitors (industry standard is 5%) and a 69% engagement rate (industry standard is 10%)