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District contractor highlights TK enrollment push and multilingual outreach
Summary
Volaire Strategic Advisors told the Franklin McKinley board it ran paid campaigns that generated roughly 80,000 views and about 42,000 unique viewers for a transitional-K campaign; the firm emphasized multilingual storytelling, website traffic as an indicator of impact, and follow-up reporting to the board.
Perla Rodriguez, CEO of Volaire Strategic Advisors, presented the communications firm’s work for the Franklin McKinley School District, highlighting paid advertising, multilingual storytelling and projects to boost early-childhood enrollment.
Rodriguez said the firm’s transitional-kindergarten campaign reached “about 80,000 total views” with “42,000-plus unique viewers” and drove website traffic and inquiries, and noted the district’s trilingual newsletter and videos in English, Spanish and Vietnamese. “Through paid advertising, we're able to sort of get to the right people and make sure that they're listening to what we have to say,” Rodriguez said.
Trustees praised the outreach and asked for more metrics tying visibility to enrollment decisions. One trustee asked whether the district had data on social shares and organic reach; Rodriguez said she would follow up with more detailed analytics. Assistant Superintendent Vaughn and Superintendent Cruz framed the contract as a multi-person team that supports site-level staff and district messaging.
Board members said they appreciated the focus on family engagement, retention and the college savings campaign Rodriguez highlighted. The presentation closed with district staff agreeing to return additional performance data on advertising reach and enrollment conversion rates.
