CITY ON A HILL CHARTER PUBLIC SCHOOL Problem How does a new school attract students in a competitive and saturated market? Solution By combining highly visible out of home (OOH) with targeted mobile advertising. Background There are currently 81 charter schools serving 34,000 Massachusetts students. The environment is highly competitive, and these institutions are based on the premise of increased autonomy in exchange for in- creased accountability. By law these schools are open to any student, free of charge. There is a constant need to market and promote high academic standards, community involvement, and public account- ability. The client, City on a Hill New Bedford, has only been operating since August 2014. Objective The campaign’s objective was to drive 9th grade enrollment

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