Client

Miramar Ranch Elementary – a neighborhood elementary school located in Scripps Ranch,
San Diego, CA.

Project Overview

In 2024, Miramar Ranch Elementary in Scripps Ranch, San Diego had the opportunity to launch a free Spanish Immersion program for grades UTK–5. While the program promised long-term academic and cultural benefits, awareness was low—and its approval depended entirely on whether enough families enrolled.

I partnered with a small group of parent advocates to create a cohesive, fact-based marketing campaign that informed the community, countered misinformation, and drove enrollment.

The Challenge

The Spanish Immersion program had already failed two prior votes due to:

• Low awareness across the community

• Heavy reliance on word-of-mouth outreach

• Misinformation and vocal opposition from a small but loud group

Despite strong interest potential, families simply weren’t hearing accurate information about the program or how to enroll. Without a clear recruiting strategy and broader reach, the program risked being permanently shelved.

The Strategy

To identify credibility, consistency, and reach. Our approach focused on:

• Consistent, professional messaging to build trust

• Direct collaboration with the school principal and district leaders to ensure all information was factual and approved

• Targeted outreach to reach families beyond playground conversations

Goal

The goal was not to persuade through opinion but to lead with facts, transparency, and to ultimately get this program approved and launched for UTK-1st Grade for the 2025-26 school year.

Role

Graphic Designer · Social Media Lead · Marketing Lead

I led the creative and marketing execution of a full-scale awareness campaign, including:

• Mini Brand + Logo System
  A clean, approachable visual identity that signaled legitimacy and alignment with the school.

• Campaign Website
  Built and hosted on Wix, serving as a centralized hub for accurate program information, FAQs, and enrollment guidance—developed in collaboration with school and district leadership.

• Print Materials
  Flyers and banners placed throughout the neighborhood to reinforce awareness offline.

• Targeted Social Media Advertising
  Meta ads geo-targeted specifically to our zip code, ensuring program details reached families directly in their homes.

The speed of execution was critical—we designed and launched the initial brand and campaign over summer 2024, fully ready when school resumed in the fall.

Results

Successfully launched one Kindergarten and one 1st Grade Spanish Immersion class

• Program approved and implemented for the 2025–2026 school year

Beyond enrollment, the campaign:

• Unified messaging across stakeholders

• Shifted the narrative from misinformation to facts

• Established lasting collaboration between parents and the school district

Key Takeaways

This project demonstrated the power of clear design, strategic messaging, and respectful persistence.

Working alongside four other full-time working moms, each with different backgrounds, we collaborated quickly and effectively—raising funds, hosting informational Zoom sessions, facilitating Q&A panels, and maintaining a calm, fact-first approach in the face of opposition.

Without a consistent visual identity and coordinated marketing strategy, the program likely would not have reached the families needed to succeed. By staying focused on accuracy and accessibility, we helped bring a meaningful educational opportunity to our local community.

Tools & Skills

• Adobe Creative Suite (branding, print, digital assets)

• Wix (website design and hosting)

• Meta Ads Manager (geo-targeted social campaigns)

• Brand strategy · Campaign planning · Community marketing