The primary goal of this assignment was to develop a media campaign to advertise and communicate the advantages of Dallas ISD, highlight the 100+ programs, and to inform local Dallas families of the More Choice Expo event on April 5th.
Media Objective:
The TV, radio, digital, and traditional print media campaign was created to generate awareness of the Dallas ISD schools and to inform local Dallas parents of many school choices and programs that Dallas ISD has to offer and encourage Dallas families to attend the April 5th event.
Total Media Budget: $116,306.11
Media Dates: 02/24/2025-04/12/2025
CAMPAIGN PERFORMANCE BY CHANNEL
OBJECTIVE
PLACEMENT
STRATEGY
Through our partnership with Telemundo 39, our goal was to generate awareness and direct all traffic to a landing page where parents can learn more about the April 5th More Choice Expo event.
Telemundo 39:
✔ KXTX Mon-Fri 10:30a-11am ACCESO TOTAL
✔ KXTX Mon-Fri 6a-10a HOY DIA - MORNING NEWS
✔ KXTX Mon-Fri 5p-6p TELEMUNDO NEWS ROTATION
✔ KXTX Mon-Fri 6p-10p TELEMUNDO PRIME ROTATION
✔ KXTX Mon-Fri 10-10:35p NOTICIERO TLMD 39
✔ KXTX Sat-Sun 11a-5p WEEKEND AFTERNOON ROTATION
✔ KXTX Mon-Sun 5a-1a BONUS ROTATION
✔ Homepage takeover and social media posts
✔ Total Spots: 38 spots
Primary Target: Parents with school age children
Demographic: Spanish speakers
Geographic Emphasis: Dallas, TX
Run Dates: Week 03/17/2025 & 03/31/2025
RESULTS
● Interview on Acceso Total w/ Director of Marketing, Veronica Johannsen and Executive Director Office of Transformation and Innovation Diana Nunez
OVERALL CAMPAIGN RESULTS INTERVIEW
668,230
Impressions
Telemundo Website Banners
Telemundo Facebook Sponsored Post
Telemundo Instagram Sponsored Post
OBJECTIVE Through our partnership with ABC 8, our goal was to generate awareness and direct all traffic to a landing page where parents can learn more about the April 5th More Choice Expo event.
✔ WFAA Targeted Streaming TV (OTT) + OTT Retargeting
✔ Total Spots: 56
Primary Target: Parents with school age children
Demographic: English speakers
Geographic Emphasis: Dallas, TX
Run Date: 03/10/2025-04/05/2025
● Interview on Good Morning Texas w/ Director of Marketing Veronica
Johannsen and Executive Director Office of Transformation and Innovation
Diana Nunez
● The OTT retargeting banners ran from 3/13-4/5
THE BEAT/MAJIC
OBJECTIVE In partnership with The Beat, our objective was to elevate awareness and encourage local Dallas families to inquire about the April 5th More Choice Expo event.
RESULTS ● The Beat ran a targeted newsletter as added value ($0) with an audience of 60,000
Streaming Impressions 39,169
QUE BUENA
OBJECTIVE In partnership with Que Buena, our objective was to elevate awareness and encourage local Dallas families to inquire about the wide range of Dallas ISD schools and attend the More Choice Expo event on April 5th.
PLACEMENT
STRATEGY
Que Buena:
✔ KLNO M-F 6A-10A (6 spots)
✔ KLNO M-F 10A-3P(6 spots)
✔ KLNO M-F 3P-7P (6 spots)
✔ KLNO Sa 10A-3P (4 spots)
✔ Total Spots: 22
Primary Target: Parents with school age children
Demographic: Spanish speakers
Geographic Emphasis: Dallas, TX
Run Dates: 03/27/2025-04/05/2025
RESULTS ● The Spanish More Choice radio spot ran 2 weeks prior to the April 5th event to encourage Que Buena listeners with school age children to attend and get their child registered
1,270,700
Que Buena
112,500
OBJECTIVE In partnership with K104, our objective was to elevate awareness and encourage local Dallas families to inquire about the wide range of Dallas ISD schools and attend the More Choice Expo event on April 5th.
PLACEMENT
STRATEGY
K104:
✔ KKDA Mon-Fri 6a-10a (8 spots)
✔ KKDA Mon-Fri 10a-3p (6 spots)
✔ KKDA Mon-Fri 3p-7p (7 spots)
✔ KKDA Sat-Sun 10a-10p (11 spots)
✔ Total Spots: 32
Primary Target: Parents with school age children
Demographic: English speakers
Geographic Emphasis: Dallas, TX
Run Dates: 03/17/2025-04/05/2025
RESULTS ● The Dallas ISD More Choice English radio spot ran during the prime time radio slots to gain the most traction and listens
OBJECTIVE
PLACEMENT STRATEGY
The use of Dallas ISD social media channels, Facebook and Instagram, allowed us to reach our target audience to encourage local Dallas families to inquire about the Dallas ISD schools and attend the More Choice Expo event on April 5th.
Creative Placements: Sponsored static ads
Primary Target: Parents with school age children
Demographic: English and Spanish speakers
Geographic Emphasis: Dallas, TX
Run Dates: 02/28/2025-04/12/2025
KPIs:
● Clicks
● Impressions
RESULTS
● The Early Learning English posts brought in the most impressions at 106,698 and with 1,015 clicks
● The second best post was the General English with 94,343 impressions and 854 clicks
● The total number of impressions included the additional push to April 12th
OVERALL CAMPAIGN RESULTS
Delivered Impressions
College Bound Post
Run Date:
02/24/2025-04/12/2025
Early Learning Post Run Date: 02/24/2025-04/12/2025
General Reel (English) Run Date: 02/24/2025-04/12/2025
Private Charter Story Run Date:
02/24/2025-04/12/2025
Spanish At Home Post
Run Date:
02/24/2025-04/12/2025
PrivateSchool HighSchool PreSchool Awareness Speakers
OBJECTIVE We used video with accompanying digital banners to target English and Spanish speaking parents ages 25-35 with ads across top tier publisher pages. 90% are non-skippable videos.
PLACEMENT STRATEGY
Creative Placements: Sponsored video ads
Primary Target: Parents with school age children
Demographic: English and Spanish speakers
Geographic Emphasis: Dallas, TX
Run Dates: 02/28/2025-04/05/2025
KPIs:
● Impressions
● Complete views
RESULTS
● The Spanish video gain a 88.64% VTR through the campaign
● The English video brought in the most impressions at 201,865 with 106,785 complete watches
230,494
Total Complete Views 132,189 CREATIVE Delivered Impressions
OVERALL CAMPAIGN RESULTS Clicks
447 VTR
57.14%
OBJECTIVE Using digital radio ads we were able to reach our targeted audience and increase awareness that encouraged local Dallas families to inquire about the various Dallas ISD schools and attend the More Choice Expo event on April 5th.
PLACEMENT STRATEGY
RESULTS
Creative placements: Digital radio ads
Primary Target: Parents with school age children
Demographic: English and Spanish speakers
Geographic Emphasis: Dallas, TX
Run Dates: 02/28/2025-04/05/2025
KPIs:
● Complete Listens
● Listen Through Rate
● The English audio spot brought in the most impressions at 118,140 with 114,625 complete listens
● The average LTR is about 90% or higher so the 96.27% LTR is well above average
OVERALL CAMPAIGN RESULTS
134,161
Delivered Impressions
Listens
OBJECTIVE
We used SEM to reach the target audience through search engines like Google and Bing and to encourage parents to investigate the schools available and attend the More Choice Expo event on April 5th.
PLACEMEN
RESULTS
Primary Target: Parents with school age children
Demographic: English and Spanish speakers
Geographic Emphasis: Dallas, TX
Run Dates: 02/28/2025-04/05/2025
KPIs:
● Impressions
● Clicks
● The English keyword “Dallas ISD” received the most impressions at 17,052 and 3,388 clicks
● The Spanish keyword “Escuelas en dallas texas” received 272 impressions and 36 clicks Delivered Impressions 24,448
Keywords
Keywords
OBJECTIVE
PLACEMENT STRATEGY
We reached our target audience through display ads that were adaptable for every technology environment: tablet, mobile, and desktop.
Creative placement: Sponsored digital ads
Primary Target: Parents with school age children
Demographic: English and Spanish speakers
Geographic Emphasis: Dallas, TX
Run Dates: 02/28/2025-04/12/2025
KPIs:
● Impressions
● Clicks
RESULTS
● The English display ad “Private 320x50” received those most impressions at 112,196 with 1,219 clicks
● The English display ad “Awareness 320x50” received the second most impressions at 109,140 and 949 clicks
OVERALL CAMPAIGN RESULTS
Delivered Impressions 671,515
IRVING ISD
GEO-TARGETING
STRATEGY Facebook and Instagram along with display ads, were used to reach Irving ISD families attending the “Bringing Irving Together” District event held on April 12 at Singley Academy. We geo-targeted zip code 75038 and a 20 mile radius with the creative below to promote Dallas ISD.
DUNCANVILLE
GEO-TARGETING
STRATEGY Facebook and Instagram along with display ads, were used to reach Duncanville ISD families attending the “Champions’ Choice” event held on March 22nd at Duncanville High School. We geo-targeted the zip code 75116 and a 20 mile radius with the More Choice creative below.
PRINT PUBLICATIONS
OBJECTIVE The campaign included partnerships with 9 local print publications to increase awareness of Dallas ISD schools and April 5th More Choice Expo event at Fair Park.
PLACEMEN T STRATEGY
Primary Target: Parents with school age children
Demographic: English & Spanish speakers
Geographic Emphasis: Dallas, TX
Run Dates: 03/01/2025-04/05/2025
1,199,188
Print Circulation
265,320
Digital Impressions
(web banners, e-blasts, editorial article)
4,499
Clicks
(web banners, e-blasts, editorial article)
● D Magazine
○ Two featured e-blasts
○ Social media posts
○ Content piece on the website
● Dallas Examiner
○ Half page ad
○ Full page ad
● Dallas Morning News
○ Half page ad in the Sunday Metro Section
○ Write up to accompany the ad
○ Digital banners on Dallasnews.com
● Dallas Post Tribune
○ Half page ad
○ Full page ad
● Dallas Weekly
○ Full page advertorial
● DFW Child
○ Half page ad in the Guide to Early Childhood
○ Targeted email blast
○ Digital article
● HOY Dallas
○ Two social media posts on Facebook/Instagram
○ Three website banners
● North Dallas Gazette
○ Half page ad
○ Full page ad
● The Advocate
○ Full page ad (Lake Highlands, Oak Cliff, Lakewood, Preston Hollow)
○ Three social media posts for each location
OVERALL CAMPAIGN RESULTS
D Magazine Content Piece
Run Date: 03/27
D Magazine
Social Media & Newsletters
Run Date: 03/24 & 03/31
Dallas Examiner Half Page Ad
Run Date: 03/13-03/19
Dallas Examiner Full Page Ad
Run Date: 03/27-04/02
Dallas Morning News
Half Page Ad - Sunday Metro
Run Date: 03/30
Dallas Morning News
Web Banner Ads
Run Date: 01/08/2025
Dallas Post Tribune
Half Page Ad
Run Date: 03/13-03/19
Dallas Post Tribune
Full Page Ad
Run Date: 03/27-04/02
Dallas Weekly
Full page advertorial
Run Date: 03/27-04/02
DFW Child
Half Page Ad - Guide to Early Childhood
Run Date: March 2025
DFW Child
Targeted email blast
Run Date: January 2025
DFW Child
Digital Article
Run Date: January 2025
HOY Dallas Webpage Banners
Run Date: Week of 3/17 & 3/31
HOY Dallas Social Media Posts
Run Date: Week of 3/17 & 3/31
North Dallas Gazette Half Page Ad
Run Date: 03/13-03/19
North Dallas Gazette Full Page Ad
Run Date: 03/27-04/02
Full page ad
Run Date: March 2025
&
Full page ad
Run Date: March 2025
The Advocate - Lakewood, Preston Hollow, Oak Cliff, Lake Highlands
Social Media Posts
Run Date: March 2025
The Advocate - Lakewood & Preston Hollow
The Advocate - Lake Highlands
Oak Cliff
KEY TAKEAWAYS
TAKEAWAYS & RECOMMENDATIONS
● The campaign generated a total of 6,472,792 impressions across all channels
● The campaign ended with a total of 24,344 interactions (clicks) across all channels
● The total print circulation 1,199,188
● Television and radio brought in a total number of impressions at 3,518,793
● The TV station that brought in the most impressions was Telemundo 39 at 714,819
● The Radio station that brought in the most impressions was Que Buena at 1,270,700
