Calvert School isn’t just any K-8 private institution in Baltimore. It’s a place where individualized education meets a strong sense of community, creating an environment where childrenthrive academically and personally. To keep attracting mission-aligned families, Calvert needed to make sure its story reached the right parents at the right time – and stood out as the clear choice.

Let’s face it: choosing a school is one of the biggest decisions a family can make. Inclusion, academic rigor, community – the list of priorities is long, and the options can feel overwhelming. Calvert School needed to rise above the competition and get in front of prospective parents in a meaningful way. The goal? Showcase what makes Calvert exceptional and fill open house events with families eager to experience that difference firsthand.

To grab attention and drive action, Orange Element built a campaign that packed a punch. Paid media, organic content, and a dedicated landing page worked together to turn curiosity into open house registrations. Google Search and Meta ads (Facebook/Instagram) were laser-focused, using targeted keywords, branded messaging, and authentic student stories to stop parents mid-scroll.

Here’s where it gets interesting: a 50/50 budget test showed Google Search ads outperforming expectations, so resources were quickly shifted to maximize their success. Meta, meanwhile, kept engagement strong through branded content. Real-time optimizations ensured the campaign delivered where it mattered most. Organic social media posts and blog content amplified the message, putting Calvert’s values, community, and academic excellence front and center.

The results speak for themselves. Open house attendance doubled from Fall 2023 to Fall 2024, making this campaign one of Calvert’s most impactful in recent years. Google Ads crushed it, achieving record-breaking conversion rates and driving high-quality traffic that turned into registrations. In fact, over 50% of total open house sign-ups came from the ad campaign alone. The custom landing page? A total MVP – generating 2,328 users and 2,686 total page views, and converting registrations into sold-out open house events.