Search
Captures families actively exploring.
MODE Communications × Freire Schools Collaborative
Parents
are
searching.
Find Your Freire
Digital advertising proposal · October 1, 2026 – September 30, 2027Proposal
Table of contents
Your objective is clear: increase new student enrollment across your four schools through a 12-month digital advertising campaign focused primarily on paid search.
Search → Discover → Believe → ApplyExecutive summary
Find Your Freire.
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 summary below outlines our recommendation, our relevant experience, your investment, and how success will be measured.
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.
Discover
Connects them with the most relevant Freire school and information.
Believe
Gives parents meaningful reasons to understand what a Freire education could offer their child.
Apply
Creates a clear, measurable path toward the next step.
Paid search is the primary performance engine; supporting digital and social extend that connection and bring interested families back into the journey. Each of your four schools serves a different enrollment audience, and the campaign architecture reflects those differences while maintaining the strength of the Freire Schools Collaborative identity. We recommend maintaining distinct campaigns for Freire High and TECH Freire so TECH’s technology and entrepreneurship proposition can be tested independently.
Our recommendation is grounded in relevant education 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.
Of your $180,000 annual campaign investment, we recommend $153,000 for paid media and $27,000 for strategy, campaign management, optimization, and reporting—placing 85% directly into media. Success will be measured first against the five KPIs you identified, and extended by an optional $25,000 Find Your Freire parent experience.
Search strategy
Your next family may already be searching.
Your next family may already be searching. Paid search gives Freire an opportunity to appear when a parent begins actively considering educational options. Our strategy identifies those moments and connects families with the Freire option most relevant to their search.
A search such as “college prep high schools Philadelphia” is more than a keyword. It is evidence of intent.
Sample search response
college prep high schools Philadelphia
Find your Freire.
Our strategy connects demonstrated intent with the most relevant Freire option.The enrollment opportunity
Your enrollment objective.
You have identified four distinct enrollment priorities across Philadelphia and Wilmington. Our campaign will focus primarily on paid search while using supporting channels where they strengthen the family journey. Each school has a defined monthly allocation within your annual investment.
You have identified four distinct enrollment priorities across Philadelphia and Wilmington.
October 1, 2026 – September 30, 2027Freire Wilmington
Recruit students in grades 8–12
Wilmington
Freire Middle
Recruit students in grades 5–8
Philadelphia
Freire High
Recruit students in grades 9–12
Philadelphia
TECH Freire
Recruit students in grades 9–12
Philadelphia
Together, these allocations represent a $180,000 annual campaign investment, inclusive of administrative fees. Our job is to make that investment work harder at every stage of the enrollment journey.
Measurement
The measures that matter.
Our reporting will begin with the five performance indicators you identified. Together, they trace the path from advertising response to submitted application. We will expand the view where your tracking architecture allows.
Our reporting will begin with the five performance indicators you identified and expand the view where tracking architecture allows.
Ad Clicks
Average CTR
Clicks to Apply
Average Conversion Rate
Submitted Applications
The model
Search. Discover. Believe. Apply.
A click is the beginning of the enrollment journey, not the end. Our strategy moves families through four measurable stages: Search, Discover, Believe, and Apply. Each stage provides a clear opportunity to learn and improve performance.
Search
Capture families actively exploring educational options.
Discover
Connect them with the most relevant Freire school and information.
Believe
Give parents meaningful reasons to understand what a Freire education could offer their child.
Apply
Create a clear, measurable path toward the next step.
School strategy
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 what matters most to prospective families. Performance will guide refinement over time.
Freire Wilmington
Find what's next.
Wilmington families considering options for students in grades 8–12.
- Academic opportunity
- College preparation
- Student experience
- Relationships
- Freire school culture
Freire Middle
Find your foundation.
Philadelphia families considering grades 5–8.
- Middle school transition
- Academic expectations
- Student support
- School culture
- Preparation for high school
Freire High
Find your future.
Philadelphia families considering grades 9–12.
- College preparation
- Academic opportunity
- Student relationships
- Expectations
- Life after graduation
TECH Freire
Find what you can build.
Philadelphia families considering grades 9–12.
- College preparation
- Technology
- Entrepreneurship
Campaign architecture
Search first. Not search only.
Paid search will serve as your primary performance engine. Supporting digital and social strategies can extend that connection, reinforce your message, and bring interested families back into the enrollment journey. We will use those channels where they can work effectively within available media resources.
Search
Capture intent.
Primary performance engineSocial
Create consideration.
Retargeting
Continue the conversation.
Supporting digital/social and retargeting may be used where strategically appropriate within available media resources.
Start with a strategic hypothesis. Let performance improve it.
Reporting
You should always know what your investment is doing.
You should always know what your investment is doing. Our reporting will connect the five KPIs you identified with school, search-term, geography, device, creative, and month-over-month performance. The sample metrics below are for demonstration purposes only.
Relevant education experience
IDEA Public Schools
Freire will not be our first education assignment. Our work with IDEA Public Schools gives us direct experience in public charter school recruitment communications, digital engagement, media, events, and storytelling. That experience will inform how we approach your work.
Charter school recruitment + storytelling
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
Relevant education experience
Midland Independent School District
When Midland ISD faced uneven enrollment across campuses, parents needed reasons to reconsider perceptions of neighborhood schools. Our work included advertising, direct mail, social media, and awareness communications. The assignment gives our team relevant perspective on parent consideration and enrollment behavior.
Parent perception + school choice
Drove increase in parent engagement with above average click through rates.
Our work included advertising, direct mail, social media, and awareness communications designed to highlight positive developments across campuses and support the district's efforts to reduce transfer requests and strengthen school pride.
Services
- Awareness Campaign
- Direct Mail
- Advertising
- Social Media
Experience we bring to your work
- Parent decision-making
- School consideration
- Campus perception
- Enrollment behavior
Relevant education experience
University of Texas Permian Basin
Our team's work supporting The University of Texas Permian Basin has included research, strategic communications, content development, digital campaign execution, and performance attribution. Enrollment and academic-program awareness were among the objectives. That work adds higher-education recruitment perspective to our approach.
Recruitment + digital campaigns + attribution
Digital media campaigns drive 43% of web traffic. Overall fall enrollment grew by 5% in 2026.
Short-form recruitment content has also been developed for TikTok, Instagram Reels, and YouTube Shorts.
Services
- Research
- Strategic communications consulting
- Content creation
- Digital campaign execution
- Performance attribution
- Digital advertising
- Awareness campaigns
Experience we bring to your work
- Education recruitment
- Digital campaigns
- Attribution
- Optimization
- Enrollment decision journeys
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.
Your first 90 days establish the campaign's performance rhythm. October builds the foundation, November turns early signals into learning, and December applies those lessons to optimization. From there, we continue to test, learn, optimize, and repeat.
Build
- Kickoff
- Tracking review
- Existing campaign audit
- Audience/geographic analysis
- Keyword research
- Competitive search review
- Campaign architecture
- Conversion-path review
- Creative/message development
- Launch
Learn
- Search-term analysis
- Negative-keyword refinement
- CTR analysis
- Bid/budget adjustments
- Campus comparison
- Ad-copy testing
- Conversion analysis
- Landing destination analysis
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 your investment directly into media. Any material reallocation among schools would be discussed with and approved by Freire.
$180,000Total annual investment$153,000Media · 85%$27,000Campaign management · 15%
| School | Annual allocation | Management | Media |
|---|---|---|---|
| Freire Wilmington | $48,000 | $7,200 | $40,800 |
| Freire Middle | $48,000 | $7,200 | $40,800 |
| Freire High | $42,000 | $6,300 | $35,700 |
| TECH Freire | $42,000 | $6,300 | $35,700 |
| Total | $180,000 | $27,000 | $153,000 |
This structure gives you clear visibility into every campaign dollar. Any material reallocation among schools would be discussed with and approved by Freire.
One more idea
What happens after the click?
Your advertising can put Freire in front of a parent at exactly the right moment, but the next experience matters just as much. A parent who clicks still needs to answer a more personal question: Could I see my child here? That is the purpose of Find Your Freire.
Could I see my child here?
Your advertising can put Freire in front of a parent at exactly the right moment. But the next experience matters just as much. That is the purpose of Find Your Freire.
Find Your Freire
We'd rather show you than describe it.
Find Your Freire
A parent exploration journey.
Find Your Freire would guide prospective families through their location, child's grade, priorities, and questions. Their answers would lead toward relevant schools, stories, visits, and application opportunities. The journey supports exploration without presenting a school recommendation.
Where are you?
A simple choice keeps families moving toward relevant information.
What grade will your child enter?
A simple choice keeps families moving toward relevant information.
What matters most right now?
A simple choice keeps families moving toward relevant information.
What's your biggest question?
A simple choice keeps families moving toward relevant information.
Here's where we'd start.
Relevant Freire experiences to explore—not a school recommendation.
Family story themes
Can I picture my child here?
Families may connect more readily with concerns they recognize than with institutional descriptions alone. With your approved stories, these themes can connect prospective parents with families who once asked similar questions. No student or parent testimonial is represented here.
“My child needed more challenge.”
“We weren't sure about changing schools.”
“College seemed a long way away.”
“My child loves technology.”
With approved stories from your schools, families can hear from people who once asked similar questions. No student or parent testimonial is represented here.
Optional investment
Find Your Freire parent experience.
The optional $25,000 one-time investment covers the defined Find Your Freire parent experience. It would be built around your schools, students, families, stories, imagery, events, and application pathways. The investment is separate from your $180,000 annual advertising campaign.
$25,000 Optional one-time investment, separate from the $180,000 annual campaign.
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
Not included unless separately scoped
- 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
Better experience. Better intelligence.
From parent insight to application.
A more relevant parent experience can support both families and future campaign decisions. Aggregate engagement may reveal interests, questions, explored schools, and pathways associated with applications. We will treat those patterns as correlations, not proof of causation.
SearchParent insightContentOptimizationApplication
The 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 messages generate qualified engagement.
Future analysis would identify correlations, not assume causal relationships.Reference
IDEA Public Schools
Our work with IDEA Public Schools provides a relevant reference for this engagement. Elizabeth Stowers, Regional Project Manager, is the supplied reference for our 2019–2025 relationship. The work included print, television, video, social media, events, and documentary production.
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 turn moments of intent into measurable movement: from search to discovery, from discovery to confidence, and from confidence to application.
$180,000Annual Enrollment Campaign+$25,000Optional Find Your Freire Parent Experience
MODE Communications223 W. Wall Street · Midland, Texas 79701
432-360-3337 · modecommunications.net