The program’s first 60 days were so successful that funding extended through summer.
Reach far and wide — but with a laser focus
High-level research revealed where eligible students were scattered. But only key decision–makers could make the call on school district enrollment, so that’s who we targeted to ensure the right people got the message.
Initial media outreach led to regular interviews with McLane Global spokespersons throughout the campaign. While our tiered stakeholder engagement approach prioritized organizations that could most directly reach school-system decision-makers. We vetted the organizations in advance, auditing their online communications (social, newsletters, blogs and more) to determine the best way to reach members and make clear, achievable asks. Once districts signed up, we had about a week to get students enrolled. Our tiger team developed hyper-local media lists, conducted outreach and deployed customizable press releases to reach as many eligible families as possible.