Catholic Partnership Schools
Isabella Colina Hildalgo,
Janine Gasarowski
Isabel Nadal
Pat Taddi
Asia Whittenberger
Fellow - Marcy Carini
Community Partner
Catholic Partnership Schools (CPS) consists of the four remaining Catholic Schools in the City of Camden. These schools are Holy Name and St. Joseph Pro-Cathedral, Sacred Heart, Saint Anthony of Padua, Saint Cecilia School.
Run by Executive Directer, Jameka McGraw-Byrd, CPS is responsible for each school's finances, academics, and Operational Managements Fundraising T
Their mission is to provide an excellent educational opportunity for children of all faiths from PreK-8th grade in Camden and the surrounding areas. Their main goal is to provide a Safe, Loving and Achieving environment, where students are encouraged to find their path forward! Thanks to CPS, funding and donations have been able to keep these schools thriving and provide a safe haven for all students and teachers where they can make learning not only beneficial but fun!
Challenge
Our design question was meant to target the challenge of meeting the re-enrollment expectations for CPS. This is why our design question was the following, “How could we effectively communicate with students and parents for re-enrollment?” Knowing that most of the population of students were Hispanic we had to figure out how to come up with an accessible campaign that served every member of the CPS community. We needed to use social media strategically in order to communicate and have a successful campaign. The challenge also came all together within a short period of time which meant we had to fulfill the expectations by a specific due date.
Strategic Thinking
We worked as a team for each task in this project. Everything began with Asia and Pat, the group writers. These group members came up with clever and informative captions. Once the writing was complete, it was sent to Janine who created eye-catching designs, consistent with CPS’ branding. After this, everything was sent to Isa and Isabel to be translated.
CPS provided us with their design persona and their requirements; including fonts and format preferences. They gave us access to their logos as well. We used the colors from the logo and incorporated it into each graphic. The graphics were a combination of text, design elements, and photography.
We looked at our model accounts to see what kind of content they were posting. We created similar campaigns to the ones that we saw were successful for those accounts.
Results
We collaborated with Marketing Chair, Teresa Przyblyski and created effective social media campaign. Together, we created an array of social media posts that boosted engagement and connected with the families of CPS. These posts also incentivized enrollment. Each family that engaged with our posts and enrolled their children for the next school year were put in a raffle with the potential of winning a $25 Visa Gift Card. We created posts for every day of the week and used an editorial calendar to keep organized. We created infographics and captions in both English and Spanish.
Every Monday and Wednesday, families of CPS were reminded of the countdown and raffles, so our posts consisted of a colorful number graphic and captions that explained the countdown raffles. Tuesdays highlighted teachers and their contributions to the school. Thursdays were dedicated to throwback content, and Fridays showcased quotes from students.
Our campaign consisted of 10 posts to their Instagram account. These posts had an average of 23.8 likes. The 10 posts prior to the start of our work had an average of 11.5 likes. This shows us that the partnership of beautiful social and CPS resulted in a 106.96% increase to their likes on Instagram.
A collage of Instagram Posts