Combining public relations with digital marketing achieves A+ results
BlueSky Online School, a leading online public charter school with flexible learning options, draws students from across Minnesota. Risdall demonstrated the effectiveness of an integrated marketing approach by driving paid search conversions with public relations tactics. To gain media coverage for BlueSky, Risdall sent individual announcements congratulating the semester’s graduates and honor roll students to the students’ hometown newspapers. The resulting media mentions, including two that detailed how the school’s teaching philosophy contributed to student success, achieved remarkable results.
The student achievement campaign exceeded its goal by a stunning 450%
The Risdall digital marketing team found that, during the measurement period, 50 people visited the BlueSky application page via paid search — a dramatic increase in conversions that wildly exceeded expectations.
BlueSky also experienced additional valuable impressions and clicks that directly coincided with the dates on which student success stories were published. In addition, the media effort contributed to a stronger online ad position in the highly competitive keyword category for “online high school.”