Case Study 4

A Community-Based Canvassing Campaign to Drive K-12 Enrollment Leads

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📍 Location: Greater Boston Area (South End, Roxbury, Mattapan, JP, South Bay, etc.)
🛠 Role: Project Director (while at RFS)
👥 Target Demographic: Families with children entering grades 5–9
🗓 Duration: October–December 2023
🏢 Client: Uncommon Schools / Roxbury Prep (via Revolution Field Strategies)
🎯 Campaign Type: Enrollment Lead Generation

 

Background​

In Q4 of 2023, I served as Project Director for a lead generation campaign focused on driving enrollment applications for Roxbury Prep, a network of high-performing public charter schools in Boston. Through door-to-door canvassing, tabling, and strategic location targeting, the goal was to increase Roxbury Prep’s applicant pool from 3% to 10% while collecting 5,946+ verified contacts.

This campaign was built from scratch—from staff recruitment and field execution to compliance and coaching—and wrapped with verified results and actionable data.

 

My Approach​

🔧 Program Setup & Field Execution

• Launched and oversaw all field operations across key neighborhoods: Roxbury, Mattapan, Jamaica Plain, Dorchester, South End, West Roxbury, and South Bay

• Managed a rotating canvassing staff of 12–14 active field reps

• Conducted in-depth training using decks and scripts from both Roxbury Prep and Revolution

• Personally coached team leaders and removed underperformers based on weekly quality and conversion data

💡 Lead Generation Strategy

• Prioritized high-conversion locations: afterschool pickup sites, libraries, train stations, parks, and grocery stores

• Launched secret shopper and tabling pilots to cross-validate lead quality

• Focused on high-volume, accurate data collection—name, grade, phone, email, campus preference

✅ Compliance, Quality Control, and Reporting

• Led retraining of canvassers who submitted incomplete or low-quality leads

• Developed internal reviews to flag suspicious contacts and verify parental intent

• Reviewed form completion rates weekly, with feedback loops for top and bottom performers

 

📈 Final Metrics & Highlights

📍 Campaign Overview
Duration: 10 Weeks
Canvassers Deployed: 20+
Goal: Engage eligible families for Roxbury Prep grades 5–9

🚪 Verified Conversations ("Contacts")
Goal: 5,946+
Achieved: 7,000+ conversations with verified community members

📊 Leads Collected
Achieved: 1,200+ verified leads submitted

📅 Weekly Contact Efficiency
Goal: ~120/week per canvasser
Maintained: Consistent weekly contact average

✅ 100% On-Time Client Deliverables
All reporting, data uploads, and field milestones delivered on schedule

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🧠 Key Takeaways

• Location Targeting Matters: Train stations and afterschool pickup spots consistently outperformed parks and general public spaces

• Quality Requires Oversight: Through weekly audits and retraining, we kept the integrity of our leads above 90%

• Data-Driven Management Wins: Canvasser retention and lead quality were both driven by live performance data and personalized coaching

 

💬 Testimonial

"Brandon brought structure, urgency, and professionalism to this outreach program. His focus on real-time coaching and lead quality was the reason we met our targets on time."
— Dianyvet Servano, Roxbury Prep Coordinator

 

🔄 From RFS to DBE

This campaign became the template for DBE’s lead generation services. Today, Direct Base Engagement LLC applies these same quality-focused, data-driven methods to lead generation campaigns across education, health care, and nonprofit sectors.

 

📩 Work With Us

Want to reach your target audience, capture leads, and grow your program?
DBE builds high-performing, compliant field teams that deliver measurable results.

👉 Contact us: info@directbasellc.com

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