01
Freire Wilmington
Recruit students in grades 8–12
Wilmington
MODE Communications × Freire Schools Collaborative
Parents
are
searching.
Every day, families in Philadelphia and Wilmington search for schools that can shape what comes next for their children. Your opportunity is to make Freire visible in those moments—and compelling in the moments that follow.
What happens after they find you?
Explore our approachSearchDiscoverBelieveApply
Proposal guide
Our recommendation.
Executive summary
Find Your Freire.
Choosing a school is one of the most consequential decisions a family makes. Increasingly, that decision begins with a search.
Your objective is clear: increase new student enrollment across Freire Wilmington, Freire Middle, Freire High, and TECH Freire through a 12-month digital advertising campaign focused primarily on paid search.
Our recommendation begins there—but goes further. MODE Communications proposes a performance-driven enrollment strategy designed to connect with families at moments of demonstrated intent and move them toward meaningful action.
We call it: Find Your Freire. The strategy follows four measurable stages: Search → Discover → Believe → Apply. Paid search will serve as the campaign's primary performance engine, while supporting digital and social strategies can reinforce your message and bring interested families back into the journey.
Each of your four schools serves a different enrollment audience. Our campaign architecture will reflect those differences while maintaining the strength of the Freire Schools Collaborative identity. We recommend initially maintaining distinct campaigns for Freire High and TECH Freire so TECH Freire's technology and entrepreneurship proposition can be independently tested against Freire High's broader college-preparatory proposition.
Performance will guide optimization. Success will be measured first against the five KPIs you identified: Ad Clicks, Average CTR, Clicks to Apply, Average Conversion Rate, and Submitted Applications.
Our recommendation is grounded in relevant experience with IDEA Public Schools, Midland Independent School District, and The University of Texas Permian Basin. Different institutions and audiences—but a familiar challenge: helping families and students make an education decision.
Your annual campaign investment is $180,000, with $153,000 allocated to paid media and $27,000 to strategy, campaign management, optimization, and reporting. That places 85% of the investment directly into media.
We also propose an optional $25,000 Find Your Freire interactive parent experience, giving prospective families a more engaging way to explore your schools based on location, their child's grade, priorities, and questions.
Our objective throughout: capture intent, create confidence, reduce friction, learn from performance, and generate applications. Ultimately, success is not simply more people seeing Freire—it is more families taking the next step.
The enrollment opportunity
Your enrollment objective.
You have identified four distinct enrollment priorities across Philadelphia and Wilmington.
October 1, 2026 – September 30, 2027
02
Freire Middle
Recruit students in grades 5–8
Philadelphia
03
Freire High
Recruit students in grades 9–12
Philadelphia
04
TECH Freire
Recruit students in grades 9–12
Philadelphia
Together, these allocations represent your annual campaign investment$180,000Inclusive of administrative fees. Our job is to make that investment work harder at every stage of the enrollment journey.
Measurement
The measures that matter.
You identified five performance indicators for this campaign. They define how we will judge the work, and every recommendation that follows is built to move them.
Ad Clicks
—
Average CTR
—
Clicks to Apply
—
Average Conversion Rate
—
Submitted Applications
—
Search strategy
Your next family may already be searching.
Search gives Freire an opportunity to appear at the moment a parent begins actively considering educational options. Each query reveals what families need, the language they use, and when they are ready to take a next step. Our paid-search strategy is designed to identify those moments and connect families with the Freire option most relevant to their search.
What are families searching for?
That is more than a keyword.
It is evidence of intent.
The core strategy
A click is not
an enrollment.
Stage 01
Search
Capture families actively exploring educational options.
Campaign architecture
Four schools.
Four distinct opportunities.
Your schools share the Freire name and commitment to college preparation, but they do not serve identical audiences. Our campaign architecture will preserve that shared identity while giving each school room to communicate the attributes most relevant to prospective families. Performance will show us which messages create meaningful engagement for each audience.
Initial message direction
Find what's next.
Wilmington families considering options for students in grades 8–12.
Starting message priorities
- Academic opportunity
- College preparation
- Student experience
- Relationships
- Freire school culture
Initial message directions shown for discussion and refinement during campaign development.
Channel strategy
Search first.
Not search only.
Search
Capture intent.
Social
Create consideration.
Retargeting
Continue the conversation.
Paid search remains the primary performance engine. Supporting digital/social and retargeting may be used where strategically appropriate within available media resources.
Campaign intelligence
Every search tells us something.
Optimization is not a month-end summary. Throughout the campaign, we read your performance from every useful angle—and reinvest in what the data supports.
Search Terms
Which searches bring families to Freire?
Keywords
Which terms earn clicks and applications?
Campus
Which schools attract the most interest?
Geography
Where does interest come from?
Audience
Who is responding to the campaign?
Device
How do families engage—phone, tablet, or desktop?
Message
Which messages move families forward?
Landing Destination
Which pages hold a parent's attention?
Conversion Behavior
What do families do after they click?
Read the dataLearn what's workingReinvest in it
What we learn in week three shapes what we run in week four.
Reporting
You should always know what your investment is doing.
Our reporting will begin with the five performance indicators you identified and expand the view where tracking architecture allows.
Sample reporting view
Enrollment campaign overview
Metrics shown for demonstration purposes only.Month-over-month activity
- Cost Per Click
- Cost Per Click-to-Apply
- Cost Per Submitted Application
- School Performance
- Search-Term Performance
- Geographic Performance
- Device Performance
- Creative Performance
Every report should answer a useful question:
What is moving families closer to applying?
Relevant education experience
We know education decisions.
Freire will not be our first education assignment. Our experience spans public charter schools, traditional public education, and higher education—giving our team perspective across different stages of the education decision journey. Different institutions and audiences often share a familiar challenge: helping families and students make an education decision.
Recruitment videos increased teacher applications by 30%.
Our work with IDEA Public Schools has included recruitment communications, digital engagement, video, social media, television, print, events, and documentary storytelling.
That experience gives our team direct familiarity with communicating within the public charter school environment. MODE's documented relationship with IDEA spans 2019–2025.
Services
- Television
- Video Production
- Social Media
- Event Management
- Documentary Production
Experience we bring to your work
- Public charter school environment
- Recruitment communication
- Diverse audiences
- Digital storytelling
The team
Small team.
Senior attention.
Your account will be led by the people presented here. They will be directly involved in strategy, execution, optimization, and communication. That continuity keeps the work responsive and your priorities clear.
The people you see here will be directly involved in your work.
John H. James
CEO & Chief Strategist
- Executive strategy
- Campaign positioning
- Senior client leadership
- Strategic oversight
José Gaona
Digital Strategy & Performance Lead
- Paid search
- Digital media strategy
- Campaign architecture
- Optimization
- Attribution
- Performance analysis
Brooke Norton
Social & Digital Media
- Social strategy
- Digital content
- Audience engagement
- Campaign execution
- Creative testing
Javier Castro
Project Coordinator
- Project coordination
- Creative/design support
- Production schedules
- Deliverable management
- Reporting coordination
Launch plan
Your first 90 days.
01
October
Build
- Kickoff
- Tracking review
- Existing campaign audit
- Audience/geographic analysis
- Keyword research
- Competitive search review
- Campaign architecture
- Conversion-path review
- Creative/message development
- Launch
02
November
Learn
- Search-term analysis
- Negative-keyword refinement
- CTR analysis
- Bid/budget adjustments
- Campus comparison
- Ad-copy testing
- Conversion analysis
- Landing destination analysis
03
December
Optimize
- Budget optimization
- Keyword expansion
- Low-performing segment reduction
- Creative iteration
- Conversion recommendations
- Retargeting refinement where appropriate
- Quarterly performance assessment
Test Learn Optimize Repeat
Investment
Your investment.
Clearly allocated.
Your stated annual campaign budget is $180,000, inclusive of administrative fees. We propose a 15% management allocation, placing 85% of the total investment directly into media. This structure gives you clear visibility into how every campaign dollar is allocated.
$180,000Total annual investment
$153,000Media / 85%
$27,000Campaign management / 15%
The 15% management allocation covers campaign strategy, setup, ongoing management, optimization, performance analysis, and reporting associated with paid advertising.
This structure gives you clear visibility into every campaign dollar while preserving the ability to recommend adjustments based on actual enrollment performance. Any material reallocation among schools would be discussed with and approved by Freire.
One more idea.
What happens after the click?
A parent who clicks still needs to answer a much more personal question: “Could I see my child here?”
We'd rather show you than describe it.
Experience Find Your FreireFind Your Freire
A guided path built around each family.
Tell us what matters to you. We'll show you where to start.
- 01Your student and where you are
- 02What matters to your family
- 03A personalized place to begin
Find Your FreireFind Your Freire
A guided path built around each family.
Every student is different. Every family is different. Tell us a little about what you're looking for, and we'll help you discover where your Freire journey could begin.
Takes about a minute.Potential family story themesMeet someone
Meet someone
who was where you are.
With approved stories from your schools, families can hear from people who once asked the same questions they are asking now.
“My child needed more challenge.”
“We weren't sure about changing schools.”
“College seemed a long way away.”
“My child loves technology.”
Themes shown for discussion; no student or parent testimonial is represented.
The question behind the experience is simple:
Can I picture my child here?
Optional one-time investment
Find Your Freire
Interactive parent experience
$25,000Separate from the $180,000 annual advertising campaign.Imagine this experience built around your actual schools, students, families, stories, imagery, events, and application pathways.
Included
- Strategy
- Experience architecture
- Mobile-first UX/UI
- Parent exploration flow
- Four-school content architecture
- Personalized content pathways
- Campaign-specific landing states
- Analytics architecture
- Conversion tracking architecture
- Inquiry/application CTAs
- Integration of agreed Freire-provided photography/video
- Basic content-management functionality
- Testing
- Launch
Available through separate scope
- Major custom CRM development
- Application-system redevelopment
- Large-scale original video production
- Third-party platform fees
- Material scope additions
- Ongoing site management outside agreed support
- Complex integrations
The opportunity
Better experience.
Better intelligence.
SearchParent insightContentOptimizationApplication
An interactive parent experience can help you understand what prospective parents care about, which questions families ask, which schools they explore, which content generates deeper engagement, which pathways correlate with applications, and which advertising messages generate qualified engagement.
Future analysis would identify correlations, not assume causal relationships.Reference
IDEA Public Schools
Elizabeth Stowers
Regional Project Manager
- MODE relationship
- 2019–2025
- Services
- Print · Television · Video Production · Social Media · Event Management · Documentary
One question.
If we could improve one enrollment metric for Freire next year, where would you want us to focus first?
MODE Communications
Let's help more families
find their Freire.
Our opportunity is to make sure families find you—and discover enough about Freire to want to know more. Over the next 12 months, we will focus on turning moments of intent into measurable movement: from search to discovery, from discovery to confidence, and from confidence to application. That is what Find Your Freire is designed to do.
$180,000Annual Enrollment Campaign+$25,000Optional Find Your Freire Parent Experience
223 W. Wall Street
Midland, Texas 79701
432-360-3337
modecommunications.net