Corvallis
Waldorf
School
A 6-Month Enrollment Engine — Designed to Grow from 175 to 200+ Students by Next School Year.
From 175 to 200+
Students by Fall.
Corvallis Waldorf School has everything a family is looking for — an extraordinary 10-acre campus, a proven 30-year philosophy, and a community that believes in what it's building. What it needs is a system that gets in front of the right families, builds trust before the first visit, and converts interest into enrollment before September.
This campaign is built with a single outcome in mind: growing enrollment from 175 to 200 or more students by the start of the next school year. Production begins May 1. Ads go live May 13. The campaign runs through September 1 — 110 active days to move the number.
Every dollar in this campaign closes three specific gaps: not enough qualified leads at the top of the funnel, low trust before the tour, and missed follow-through with families who showed interest but never converted.
Where the
Leaks Are
Three distinct gaps are limiting enrollment growth. Each one has a direct fix mapped to this campaign.
Top-of-Funnel
Word-of-mouth alone can't reach 200. The video + ad engine expands reach to values-aligned families across Benton County who don't know CWS yet.
Middle-of-Funnel
Parents need trust before they step on campus. The flagship film, delivered automatically after inquiry, does the pre-selling that converts interest into booked tours.
Bottom-of-Funnel
Non-enrolled tour families and past inquiries are the highest-leverage opportunity in the database. The Care Call system reactivates them without additional ad spend.
The LTV Reality: One Early Childhood enrollment at full tuition is $14,230/year. A family staying through Grade 8 represents over $100,000 in lifetime value. Growing from 175 to 200 students at an average tuition of $13,000 is a $325,000/year revenue impact — from an $8,000 investment.
Focus+ with
Strategic Add-Ons
Focus+ at 6 months gives us the consistent content rhythm to build momentum over the full enrollment window. The remaining budget goes directly into the highest-leverage add-ons: a long-form flagship film, aerial campus footage, additional explainer topics, and amplified ad spend.
Focus+
Add-On Enhancements — $2,600
With $2,600 remaining after the base subscription, these four targeted add-ons deliver the assets that carry the heaviest weight in this campaign.
Total Ad Budget = $2,155 — $450 included bonus ads + $1,705 extra spend — deployed across Meta (Facebook + Instagram) and Google, with retargeting on video viewers and website visitors throughout the full 110-day window.
Where Every
Dollar Goes
| Line Item | Description | Amount |
|---|---|---|
| Focus+ Base Package — 6 Months @ $900/month | ||
| Month 1 — May | 3 videos, custom thumbnails, branding integration, $75 bonus ad — Production & launch month | $900 |
| Month 2 — June | 3 videos, custom thumbnails, branding integration, $75 bonus ad — Peak enrollment push | $900 |
| Month 3 — July | 3 videos, custom thumbnails, branding integration, $75 bonus ad — Optimization & conversion focus | $900 |
| Month 4 — August | 3 videos, custom thumbnails, branding integration, $75 bonus ad — Staff return + fall enrollment push | $900 |
| Month 5 — September | 3 videos, custom thumbnails, branding integration, $75 bonus ad — Early 2027 enrollment seeding | $900 |
| Month 6 — October | 3 videos, custom thumbnails, branding integration, $75 bonus ad — Retention & community content | $900 |
| Strategic Add-Ons | ||
| Long-Form Video Edit | Full-length flagship early childhood film — website, YouTube, and automated pre-tour delivery | $300 |
| Aerial Video | Campus overview — 10-acre grounds, forest, gardens, greenhouse, outdoor learning spaces | $145 |
| Additional Topics × 6 | Philosophy explainer, tuition value, financial aid story, campus feature, seasonal CTA ×2 | $450 |
| Extra Ad Spend | Amplified Meta + Google distribution — May 13 through September 1 active campaign window | $1,705 |
| Total Investment — 6-Month Enrollment Campaign | $8,000 | |
Two Days to Shoot.
Ads Live May 13.
Production is lean and precise. Two dedicated shoot days — interviews first, then B-roll — keep teacher participation minimal (30-minute blocks maximum) and ensure zero disruption to classroom operations. Everything in post by May 10. Campaign live May 13.
All Testimonials & Interviews
- 2–3 parent testimonial interviews — 30-minute scheduled blocks each
- 1–2 teacher interviews — 30 minutes maximum per person (zero classroom disruption)
- School administrator interview — origin story, mission, community philosophy
- All interviews conducted in a dedicated quiet space on campus
- Interview questions finalized and distributed to all participants in advance
Full Campus & Program B-Roll
- Aerial footage — 10-acre campus overview, forest canopy, gardens, outer grounds
- Early childhood classrooms — natural materials, environment, rhythm-of-day moments
- Greenhouse, woodshop, garden, outdoor learning and play spaces
- Campus walkthrough sequence (the "A Day on Campus" asset)
- Seasonal and community elements — whatever is live and available on shoot day
Edit, Score, Grade & Finalize
- Flagship long-form film assembled — interviews + B-roll + school story narrative arc
- Short-form social cuts produced from same footage (15s, 30s, 60s ad variations)
- Aerial video edited and integrated into campus showcase asset
- Color grade, sound mix, and custom thumbnails applied across all deliverables
- All files packaged and delivered for client review by end of day May 10
CWS Review, Feedback & Final Approval
- First cut delivered to Kareem and enrollment team for consolidated review
- One round of revisions based on client feedback
- All assets locked and approved by end of day May 12
- Ad creative, targeting configuration, and audience setup finalized in parallel
Full Enrollment Engine Goes Live
- Flagship film published — website, YouTube, and Meta simultaneously
- Paid ads activated — Meta (Facebook + Instagram) + Google campaigns live
- Retargeting audiences seeded from video views and website traffic immediately
- Pre-tour video sequence automated for all new inquiries from this date forward
- Care Call schedule blocks activated — Larissa + Allison, 3 days/week to start
- CRM inquiry tracking live — weekly reporting begins May 13
Sep 1
Full Engine Running to September 1
- 3 new base videos released monthly + add-on topics delivered on schedule
- Ad performance reviewed and optimized bi-weekly — scale winners, cut losers
- Retargeting audiences grow as video views and site traffic accumulate
- August push: staff return + back-to-school content activated for final enrollment wave
- Campaign concludes September 1 — full ROI report and Phase 2 brief delivered
Every Video Has
a Job to Do
With 3 base videos per month plus 6 add-on topics, every asset maps to a specific stage in the enrollment funnel. Nothing is filler — every video either attracts, convinces, or converts.
Flagship Early Childhood Film
Long-form + short-form cuts. The anchor asset — 2–3 parent testimonials, 1–2 teacher voices, campus B-roll, school history and story. Delivered as a long-form film for website and YouTube, and cut into 30s/60s versions for paid ads and retargeting.
→ Drives inquiry-to-tour conversion
Campus Experience Video
Aerial + ground footage combined. A curated visual walk through the 10-acre campus — forest, greenhouse, woodshop, gardens, classrooms. The physical environment is the #1 differentiator. Families need to feel it before they ever book a tour.
→ Increases tour booking and show-up rate
Philosophy Explainers (6 Add-On Topics)
6 targeted topics: Why no screens in early childhood? What is a Main Lesson block? How does tuition assistance work? What do Waldorf graduates say? Each video answers a real question that is currently blocking enrollment decisions.
→ Removes objections before they arise
Monthly Social + Conversion Content
3 base videos/month covering ongoing social proof, community moments, seasonal CTAs, and direct response ads. This is the consistent drumbeat that keeps CWS top-of-mind across all channels from May 13 through September 1.
→ Sustains engagement and drives direct inquiries
The Hidden
Revenue Engine
No amount of video content replaces a genuine human conversation. The Care Call system runs in parallel to the paid campaign — targeting families who are already warm, at zero additional cost beyond staff time. This can drive 10–25% enrollment lift with no additional spend.
Family Outreach Hour — Care Calls
Frequency: 3–5 sessions/week (start at 3) · Duration: 45–60 min/session · Lead: Larissa + Allison (primary)
The framing is relationship-first, never sales: "I was thinking about your family and wanted to check in — how are things going?" Followed by: "We're always trying to improve — would you be open to sharing what you were looking for when you explored our school?" Simple tracking in CRM. "Do not contact" list respected at all times.
Warm Leads
Recent inquiries who haven't booked a tour. Highest urgency, highest conversion potential. Prioritized first in the outreach rotation.
Tour Non-Converts
Families who toured but didn't enroll. They've already been on campus — they need a changed circumstance, a follow-up question answered, or simply a relationship touchpoint.
Former Families
Past CWS families with open relationships. Sibling referrals, re-enrollment potential, and organic word-of-mouth amplification live here.
Metrics That
Matter
No vanity metrics. Weekly reporting on enrollment outcomes only.
- Cost Per Inquiry — Total ad spend ÷ qualified inquiries. Target: below $40/inquiry within 60 days of launch.
- Inquiry → Tour Rate — What percentage of inquiries book and show up. Target: 40–60% with pre-tour video delivered automatically at inquiry.
- Tour → Enrollment Rate — The most important conversion number. Target: 15–30% improvement over current baseline within 90 days.
- Care Call Conversion Rate — Reactivated families who re-book tours or enroll as a direct result of outreach sessions.
- Video Completion Rate — Are parents watching the full flagship film? High completion predicts tour show-up rate and enrollment likelihood.
- Net New Enrollments — Weekly tracking against the 200+ student target. This is the only number that ultimately matters.
Smart Budget.
Maximum Leverage.
❌ What Doesn't Work
- Sporadic social posts with no paid amplification
- Generic "now enrolling" campaigns with no storytelling
- Inquiry forms with no pre-tour video follow-up
- Single email after the tour, then silence
- Passive reliance on referrals and word-of-mouth alone
✅ What This System Does
- ◆ Builds trust before the first inquiry arrives
- ◆ Retargets every interested parent automatically
- ◆ Delivers the flagship film to every new inquiry
- ◆ Reactivates dormant leads through human connection
- ◆ Measures and improves every funnel stage weekly
CWS has a 30-year history, a 10-acre campus, an arts-integrated curriculum, and a community that believes in what it's building. The only thing standing between 175 students and 200+ students is a system that makes that story visible, trusted, and impossible to walk away from.
Ready to Build the
Enrollment Engine?
Shoot days are May 1 and 2. Ads go live May 13. Let's make it happen.