Case Study

THE SITUATION

Ramsey Public Schools wanted to attract more students to the district to open the door to fresh ideas, greater diversity, and additional per-pupil state aid. The target audience included those in a neighboring K-5 district who could enroll in its middle and high schools.

THE STRATEGY

Ramsey School District saw the value in Laura Bishop Communications’ plan to create branded materials targeted to real estate agents and potential newcomers to the community. With LBC, the district planned an agent-focused presentation for spring 2021. It shared the opportunity on social media, collected names and email addresses, and invited realtors to a virtual “open house.” More than 20 respondents completed a short online survey asking for topics of interest, resources the district could provide, client perspectives, and anything negative heard about Ramsey schools.

The one-hour session gave an overview of the district’s culture and accomplishments, and demonstrated how real estate agents can provide clients with accurate, engaging, and flattering information about Ramsey schools. An accompanying separate webpage housed an upbeat video, downloadable brochures, and “deep dive” links to Ramsey standouts. Key points were designed into a one-page printable take-away called “Greater Things are Coming” that highlighted recent improvements. The website also included a two-page summary of stats and data updated in 2021.