Integrated School Marketing Campaign

DOWNTOWN DENVER
EXPEDITioNARY SCHOOL

OVERVIEW

Smart Cookie partnered with DDES to refresh the school’s brand, clarify its messaging and launch an integrated marketing campaign to support rebuilding enrollment after the pandemic. The strategy drove renewed awareness, exceeded district enrollment projections and positioned the school for long-term growth and retention.

HIGHLIGHTS

  • Brand refresh
  • Messaging framework
  • Marketing collateral
  • Digital & outdoor advertising
  • Promotional video 
  • Family engagement tools

BACKGROUND

Downtown Denver Elementary School (DDES), a single-site charter school located in downtown Denver, was booming with enrollment – until the pandemic. Parents stopped working downtown, and many of them stopped sending their students to the downtown elementary school. DDES needed to re-grow its enrollment and get the word out about its hands-on, expeditionary learning model.

Our SUPPORT

Smart Cookie used an integrated approach when they partnered with DDES to support its marketing efforts and drive enrollment. The work began with a brand refresh and establishing even clearer messaging about the school. With a solid foundation, they created new marketing assets, including communication templates, branded collateral, a promotional video and still photography catalog. 

Smart Cookie then worked with the school to get their name out across downtown and beyond. From launching a billboard to social media ads, email marketing to outdoor signage, and family outreach to connecting with local businesses, they implemented a variety of strategic approaches to make sure families knew about the only elementary school in the heart of downtown.  

The work didn’t stop with open enrollment, as Smart Cookie made sure the school was set up to continue engaging with families throughout their application and enrollment process, as well as with strategies and tools to keep up communications with current students to support retention. 

IMPACT

DDES is thriving once again, with healthy enrollment that exceeds district projections. In the first two years of working with Smart Cookie, the school’s enrollment grew by 6.5% and continues to hold steady, even as many schools across the city experienced declining numbers. Student retention remains strong, and new families continue to discover and enroll in the school each year.

Beyond the numbers, DDES now has a clear, compelling brand presence that reflects the adventurous, hands-on spirit of its learning model. With cohesive visuals, consistent messaging and streamlined communications tools, the school is better equipped to engage families, build trust and maintain momentum year after year.