Background:

Strategar’s services were retained in the 3rd Quarter of 2022 by the Dallas Independent School District (DISD) Communications Services Department to provide a comprehensive media strategy for the “Discover Dallas ISD” Campaign, for the period of October 2022 – November 2022, culminating with the November 5th school’s event. The campaign was centered around increasing attendance for the November 5th event at W.D. Adamson High School and creating awareness about DISD within the local Hispanic community with school-age children.

To fulfill the assignment, Strategar developed a media campaign that consisted of digital and traditional media that could be easily turned around in a 2-week timeframe.

Solution:

For this campaign, we conceptualized and executed a healthy mix of traditional and digital media tactics for an aggressive 1-month campaign and leveraged the creative assets that DISD provided. We focused on Dallas and its DISD priority areas (Pleasant Grove, West Dallas, and Southern Dallas/Charter School Competitive), therefore, able to strategically target our primary and secondary audiences.

Each digital element was executed in both English and Spanish and targeted by geographic locations in order to maximize our reach. Digital was complemented with a traditional TV and radio campaign that strictly targeted the Hispanic community and Strategar contracted the very well known on-air personality of Danny Luna, a great supporter and influencer for Dallas ISD.

Results: