& Campaign
Situation
With the brand research and strategy complete and grant funding secured, the work moved into execution. Two simultaneous campaigns were developed in tandem: one focused on girl enrollment, one on talent acquisition. The connection between them was strategic, not coincidental. Without quality frontline teachers and counselors, centers could not handle increased enrollment. Both campaigns needed to succeed together.
The stakes were significant. By this point, 95% of Pace's centers were not hitting enrollment targets, representing close to a 20% reduction in revenue. Two of Pace's primary funding sources, the Department of Justice and the Department of Education, tie funding directly to census. Falling enrollment was a compounding financial risk to the entire organization.
My Role
I led the campaign strategy, set goals and KPIs, and oversaw all creative production including collateral, retractable banners, pop-up materials, and storytelling videos for both campaigns. I worked in close partnership with two agencies who managed the media buy and channel mix, bringing their expertise to the table while I maintained strategic direction and accountability for outcomes. Together we monitored results monthly, evaluated performance, and made pivots, with recommendations coming from both sides and decisions made collaboratively.
The talent acquisition campaign exceeded expectations. The girl enrollment campaign did not hit its enrollment goal, but generated substantial and actionable learning. Plans to apply those learnings were ready to execute but were paused when budget priorities shifted.
The Work
Both campaigns were grounded in the research from the brand strategy phase and built around distinct goals, metrics, and creative approaches for each audience. The work spanned media strategy, creative production, and ongoing monthly optimization.
Goal: Reduce unfilled program spots by 25%
Metrics tracked: Traffic to Become a Pace Girl and Enrollment pages, interest form submissions, new girl onboarding
Channel evolution: Started with Google AdWords and digital display. Paid social emerged as the strongest channel for this audience, significantly outperforming display. With limited budgets, paid social is the right channel for girl enrollment rather than broader display advertising
Result: Campaign was flat on enrollment goal. Key learning: paid social paired with on-the-ground relationship building is the path forward, not standalone display
Goal: Fill 50% of open frontline roles and build recruitment pipeline
Metrics tracked: Career page traffic, clicks to HR platform, open role reduction
Channel evolution: Leaned specifically into Google AdWords, which proved highly effective and worked well within budget constraints. Paid social played a supporting role. Google AdWords drove strong, cost-efficient results for this audience and budget level
Result: Exceeded expectations. 70% pipeline increase. Lowest vacancy rate since pre-Covid by end of 2024
Campaign Videos
Two storytelling videos were produced as anchor content for both campaigns, each centering a distinct perspective on what Pace means to those it touches.
Campaign Creative & Collateral
In addition to the video content, the campaign produced a full suite of print and digital materials. The team member display ad shown here was part of the talent acquisition digital media buy. The retractable banner was deployed at centers and community events as part of the girl enrollment outreach. All materials reflect the evolved brand identity developed through the research and strategy phase.
- Digital display: approximately $480,000
- Paid social: approximately $73,000
- Paid search: approximately $15,000
- Total campaign budget: approximately $578,000
- Social media significantly outperformed display for girl enrollment audience
- Digital enrollment campaigns must be layered with on-the-ground relationship building
- Talent acquisition responded strongly to video-led digital and paid social mix
- Monthly optimization cadence and willingness to pivot were critical to TA success
Outcome
Working in close partnership with two agencies, the talent acquisition campaign delivered strong results, driving a 70% increase in the recruitment pipeline and contributing to the lowest vacancy rate at Pace since before Covid. Google AdWords proved highly effective for this audience and budget level, and the monthly optimization cadence with the agency team was a meaningful factor in the campaign's performance.
The girl enrollment campaign did not meet its numeric goal, but the process generated clear and actionable insight: paid social significantly outperforms display advertising for this audience, and digital campaigns must be layered with on-the-ground relationship building to drive enrollment conversions. Plans to act on those learnings with existing creative were ready to execute but were paused when budget priorities shifted. That work is planned for resumption in mid-2026.
Across both campaigns the brand evolution work drove strong website performance year over year, validating the strategic decision to invest in research-grounded brand and campaign work as an interconnected effort rather than treating them separately.