Case Study: Allegra can be utilized as a full service advertising agency.
Lycée Francais de Chicago is a private French School in the Lincoln Park area of Chicago with a 630 student enrollment from Pre K-12.
An International Bachaloriate (IB) High School Program was started in 2011/12. The Board of Directors set a goal of 10 students which is ideal to be profitable and viable. After 1 year of internally trying to market this program, their efforts yielded only 1 IB student in 2011/2012 school year.
A Cross Channel Marketing Campaign needed to be developed and initiated to address the best way to spend the marketing budget allocated for this campaign. After research and weighing all options, Allegra recommended:
- eliminating radio
- reducing the print adverting spend in several publications
- purchasing a geo-targeted database with income and child age variables
- initiating a 3-drop direct mail campaign during the key decision time of April – June
- supporting local feeder schools (K-8) to increase goodwill and visibility to key potential students and their parents
As of May, 2012 the Fall program has 7 students enrolled in this prestigious program. The Board of Directors and Administration is pleased.