Enrollment Marketing Campaign: Birdville ISD
The challenge
Birdville ISD, a large suburban district situated between Dallas and Fort Worth, found itself navigating a familiar challenge: declining student enrollment. While many districts across Texas were experiencing similar trends, BISD leaders wanted to proactively address the issue by connecting with families earlier in their educational journey and showcasing the district’s strengths. They recognized that families were increasingly exploring options outside traditional district boundaries, including private and charter schools, and wanted to strengthen awareness of the exceptional opportunities available within Birdville ISD. Specifically, the district sought to boost Pre-K and Kindergarten enrollment, as well as attracting families living near district borders through the open enrollment process. Their goal was clear: encourage families to begin and stay with Birdville ISD by promoting the district’s caring educators, innovative programs, and strong sense of community.
Our approach
CESO Communications partnered closely with Birdville ISD to design a comprehensive, data-driven enrollment campaign that would build awareness, drive interest, and ultimately increase enrollment in key areas.
The campaign launched with a strong foundational message: “Begin@BirdvilleISD.” This theme connected families to the idea that starting early in BISD sets students up for success throughout their educational journey. The campaign highlighted the district’s loving environment, dedicated staff, and endless opportunities for students to grow and thrive.
Our team conducted a communications assessment and analyzed the district’s website, social media presence, and community engagement strategies. From there, we collaborated with district leaders to streamline the enrollment journey, making it easier for families to find information and register online in fewer steps. We also developed a dedicated “Begin@BirdvilleISD” webpage that clearly outlined Pre-K and Kindergarten programs.
Digital marketing played a critical role. Building on the district’s existing social media advertising efforts, CESO introduced targeted Google Ads – an underutilized strategy in many K-12 systems at the time. The district used geofencing around key family destinations such as childcare centers, parks and community venues, and we expanded the district’s reach to prospective families. The team also supported creative collateral, such as realtor brochures, family postcards, and a visually unified messaging across platforms.
As the campaign evolved, CESO’s partnership deepened. We met weekly with Birdville ISD’s communications team, adjusted strategies based on data insights and introduced a multi-year storytelling initiative, “This is My Birdville ISD,” to help residents connect with the district’s identity. We also supported the reopening of Mullendore Elementary as a STEM Academy, developing localized outreach that included neighborhood tours, targeted mailers and digital ads to attract new families.
Our impact
The results speak for themselves. Over a three-year period, Birdville ISD saw:
- Pre-K enrollment increase by 292 students
- Open enrollment grow by 71 students
- Overall enrollment exceed projections by 192 students — a positive shift in a region where most districts were trending downward
These enrollment gains represented an estimated $1.9 million in additional revenue, demonstrating a clear return on investment.
The campaign’s digital footprint also grew dramatically. Before Google Ads were introduced, Birdville ISD’s Pre-K and Kindergarten application page received just 125 visits during the peak enrollment season. After implementation, the page saw a surge in traffic and engagement, with measurable increases in click-through rates and overall reach.
Birdville ISD’s leadership embraced the power of data-driven marketing, using analytics to guide decisions and sustain momentum. The district continues to build on this foundation through ongoing brand research, expanded storytelling and a renewed focus on aligning the student experience with its promise of “caring teachers, innovative programs and endless opportunities.”
Services provided
2024-present
Assessments
Website, Social Media
Creative & Digital
Digital Advertising, Graphic Design, Logo Design, Storytelling, Website Support
Partnership & Support
Thought Leadership, Ongoing Communication Support