Case Study
AnchorPoint Christian School Fills Ten Seats in a 30-Day Enrollment Sprint
AnchorPoint Christian School
AnchorPoint Christian School is a K-6 Christian school in Wyoming, Michigan, just outside Grand Rapids, sixteen years into its work with local families. Tuition runs on an income-based sliding scale, and class sizes are carefully capped by design.
Industry: Private K-6 Education, Christian School
Location: Wyoming, Michigan
Project Scope: 30-day enrollment activation, website conversion updates, messaging strategy, outreach planning
Solution Provided: With the school year weeks away and 16 seats still open, Deksia built a focused plan around the one essential number. We booked tours, then rebuilt the website and the school's message to get families to that tour as fast as possible. AnchorPoint's own team ran outreach through relationships the school already had.
The Challenge
AnchorPoint had 16 open seats across kindergarten through third grade and only a matter of weeks left before the new school year started. No dedicated marketing team, and no added budget; just a deadline that wasn't moving.
The school's own numbers pointed at the lever. Seven or eight of every ten families who tour AnchorPoint end up enrolling. The problem was never awareness in the abstract: it was tours, roughly one booked per business day for three straight weeks.
The website was working against that goal. "Inquire" routed straight into a full FACTS enrollment application, an odd first ask for a family that hadn't visited yet. Pricing appeared as "$575 per day per year," a number that doesn't parse for a parent scanning a page on their phone between errands, and once a family did book a tour, nothing happened next.
The Solution
The website got rebuilt around the one route that mattered. "Inquire" became a short contact form, and FACTS only appeared once a family said yes. Two buttons, “Book a Tour” and “Schedule a Call”, went on every page. Pricing moved up front in plain, income-based terms: free to $8,200 for K-6, and preschool care framed at roughly $6.50 an hour rather than a per-day-per-year figure nobody could picture. Full automation of tour follow-ups wasn't possible in the time available, so Deksia delivered templated confirmation, day-before, and day-of emails the school's team could send by hand until something more automated could be built.
The message held to one line, said the same way everywhere. "We only have 16 seats left, and that’s intentional: every kid here is known, and no kid gets lost." Every version of it followed the same order. Promise first, your kid will be okay here. Proof second, with details about capped classes, trained staff, extended hours with meals included, income-based tuition. The count came last. Public language stayed with "kids who've had a hard start." Anything more specific stayed in private conversations with families and counselors, where it belonged.
Outreach ran through relationships AnchorPoint already had, not channels it had to build from nothing. A Grand Rapids Kids and Meta countdown campaign, with Deksia writing a month of posts to test which message pulled the most response. A direct, specific ask to the school's 50 current families: who do you know whose kid is having a rough time at school? Conversations with about ten local pastors and children's ministry leaders, and calls to four organizations that already sent AnchorPoint the occasional family, including a nearby program with a waitlist of families already looking for a school like this one. Every channel pointed at the same page and the same date.
Every channel pointed at one night. Friday, August 14, the open house ran small tour groups continuously through the evening, kept a table open for families who wanted a call instead of a tour, and staffed a help desk to walk any enrolling family through FACTS on the spot. Every "you're in" moment stayed a celebration, not paperwork.
The Results
AnchorPoint filled 10 of the 16 open seats within the 30-day window the plan targeted, running from the first strategy session through the August 18 deadline. Less of that window went to families than the 30 days suggests, since the site and the message both had to launch before outreach could start, which left less than three weeks of actual family-facing activity to do the work. The school takes students mid-year, so the seats still open aren't a closed door; they're a number that can keep moving forward.
It's a familiar bind for small organizations without a marketing team behind them: a need, a hard deadline, and outreach that has to run on relationships instead of budget.
[DRAFT QUOTE, PENDING CLIENT APPROVAL, name and title to be confirmed]
"We didn't have a marketing team or a big budget behind this. We had three weeks and sixteen empty seats. Getting ten of those filled in that window told us the tours were precisely the lever we thought they were."
[Name, Title], AnchorPoint Christian School
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