Client: Mt. Vernon eSports Program, Mt. Vernon High School, Mt. Vernon, IN

Background: Mt. Vernon High School, located in Mt. Vernon, Indiana, hosts a unique initiative—the only eSports program of its kind in Southern Indiana. Recognizing the growing popularity of eSports and its potential to engage students in technology, teamwork, and strategic thinking, the school aimed to promote this innovative program to attract students from across the region.

Challenge: The primary challenge was to effectively market the eSports program to a target audience of high school students within Southern Indiana, an area with limited exposure to eSports as an educational and extracurricular activity. The program needed to not only generate awareness but also excite and engage potential participants.

Solution: Grow Marketing Solutions crafted a multi-pronged digital marketing strategy tailored to resonate with young, tech-savvy audiences. The campaign components included:

1. Premium Landing Page: Designed to be visually appealing and user-friendly for a predominantly young audience, the landing page served as a central hub for information about the program. It featured sections on benefits, team achievements, how to join, upcoming events, and contact information. Interactive elements and fast-loading features ensured a smooth user experience on both mobile and desktop devices.
2. Promotional Video: A high-energy video was produced to highlight the dynamic nature of the eSports environment. It included testimonials from current participants, clips of intense gameplay during competitions, and insights from the coaches. This video was placed prominently on the landing page and was used as a key asset in digital ad campaigns.
3. YouTube and Facebook Ad Campaigns: Leveraging the video, targeted ad campaigns were launched on YouTube and Facebook, platforms known for their high engagement among teenagers. The campaigns used precise targeting criteria, including interests in gaming and technology, geographic location targeting Southern Indiana, and age-specific parameters to reach high school students.

Execution: The campaign kicked off at the start of the academic year to capture the attention of students as they were making extracurricular commitments. The landing page was optimized for search engines with keywords related to eSports and education. Social media ads were monitored and adjusted for performance throughout the campaign to maximize reach and engagement.

Results: The campaign was a resounding success, marked by:

• A significant increase in traffic to the landing page, with over 70% of visitors being in the target age range.
• High engagement rates on the promotional video, with thousands of views and hundreds of shares, indicating strong interest and approval.
• A 40% increase in inquiries about the eSports program within the first month of the campaign.
• Notably, the program saw a 30% increase in student sign-ups compared to the previous year.

Conclusion: Grow Marketing Solutions’ targeted approach allowed the Mt. Vernon eSports Program to expand its reach and impact significantly. By employing a mix of engaging content and strategic ad placements, the campaign not only informed students about the program but also enthused them to be a part of something pioneering in their community. This case study exemplifies how tailored digital marketing strategies can effectively connect niche educational programs with their intended audiences.