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In order to address administrator concerns that kindergarten enrollment for Sycamore Community School District 427 was lesser than previous years, then-Manager for Communications and Community Engagement David Olson proposed a targeted advertisement.
At Olson's request, I produced two versions of a kindergarten registration advertisement. I wrote the voiceover script, compiled stock video footage, and created motion graphics — which I then edited together into one 30-second, and one 45-second advertisement.
Voiceover Script
A child’s first school experience should empower them to be a lifelong learner in their world.
That’s why at Sycamore Community School District 427, we introduce our kindergarten students to essential concepts in reading, science, math, and more for their academic development, while allowing plenty of time for their social development through collaboration and exploration with their teachers and peers.
Kindergarten registration is now open for the 2022-2023 school year, and classes start this fall. Don’t wait! Visit syc427.org/kindergarten or call us at (815) 899-8100 to get started. Register before Friday, April 23 for your student to participate in our kindergarten round-up.
We placed the advertisement on YouTube, bidding for ages 1-5 and targeting users who searched with keywords: kindergarten classes, kindergarten resources, kindergarten students, teaching kindergarten, kindergarten syllabus, etc. After running from April 5, 2022 through April 23, 2022, the advertisement had:
40,117 impressions
14,734 views (defined as making it to the 30 second mark)
59 clicks
This advertisement represented the primary push to enroll new kindergarten students. And, upon the close of kindergarten enrollment that year, the district had reached the numbers they had hoped for.