Case Study: Howell Public Schools boosts enrollment and funding with Comcast Spotlight

Howell Public Schools - Customer Case Study

Howell Public Schools, serving more than 7,000 K-12 students in Howell, Michigan, needed to raise awareness and attract more families in a competitive school-choice environment. The district partnered with Comcast Spotlight to help reach parents in Livingston County and northern Washtenaw County who might be considering other schools for their children.

Comcast Spotlight delivered a demographically and geographically targeted multi-screen campaign using TV spots on women- and kids-focused networks, along with banner ads on XFINITY.com. The campaign highlighted Howell’s academic and special programs, drove increased website traffic and phone inquiries, and helped enroll multiple families who cited the ads as their reason for choosing the district. The additional per-pupil funding generated substantially exceeded the advertising budget, surpassing the district’s goals.

Howell Public Schools