Case Study

SEAL (Sobrato Early Academic Language)

Multilingual Learner ELA/ELD Focus Campaign

Type: Paid Media, Creative Design, Video

Goal: Clicks, Awareness, Meetings Scheduled, Resource Downloads

Duration: 3 months

Project Goals

California educators (particularly principals, district administrators, and instructional leaders who support multilingual learners) face increasing pressure to improve language development and academic outcomes as they implement evolving English Language Arts (ELA) and English Language Development (ELD) standards. Although these educators are deeply committed to equity and student success, many lack access to high-quality professional development specifically designed for multilingual learners.

The campaign was designed to increase awareness and drive measurable engagement with SEAL’s ELA and ELD professional development offerings among educational leaders in California.

Key objectives included:

  • Generate qualified interest from district decision makers through measurable conversion actions such as form fills, resource downloads, and meeting requests.

  • Drive traffic to two primary proof points within the SEAL ecosystem

    • The SEAL Annual Report, which demonstrates research and program impact

    • The Integrated and Designated ELD program page, which highlights SEAL’s professional development model

  • Move educators from awareness to action by showing how SEAL translates research into practical classroom strategies.

Success was measured through performance marketing indicators, including form submissions, resource downloads, and scheduled consultations or meetings.

Strategy

Instead of focusing primarily on advocacy messaging about multilingual education like their evergreen brand campaign, this campaign shifted the focus toward practical value and meeting California standards for educators. SEAL was positioned as a partner that helps education leaders translate ELA and ELD standards into actionable teaching practices that work in real classrooms that uplift multilingual learners.

The creative strategy emphasized three ideas:

  • Practical impact, showing that SEAL training leads to student-responsive and standards-aligned instruction
  • Research-backed credibility, using the annual report as proof of measurable outcomes in schools across California
  • Educator empowerment, reinforcing that professional development can directly improve teaching practice and student/multilingual learner success

 

Across Google Display, Meta, and YouTube placements, the campaign used visually impactful creative, clear messaging, and strong calls to action to guide educators to SEAL’s proven training model and take the next step toward implementing it in their schools and districts.

Key media strategy tactics and actions included:

  • Deployment of diversified paid media across channels such as Google Search, Display, Remarketing, YouTube, and Meta.
  • Targeting niche Search term audiences like School Activities, Online Resources for Teachers, and Educational Resources to attract a relevant audience.
  • Focusing content on high-performing topics, particularly “Empowering Multilingual Learners” and “The Future of Education is Multilingual,” which proved to be a major draw.

The use of Google Search and Paid Search media buys targeted terms like “eld programs,” “free teaching resources,” and “professional development for teachers,” directly aligning with the objective of showing practical impact and educator empowerment.

The campaign’s conversion goals, including “Resource Download,” “File Download,” and “Newsletter Signups,” reinforced the strategy to guide educators to SEAL’s “proven training model” and practical resources.

The strategy emphasized research-backed credibility by driving traffic to landing pages for resources and the 2024 annual report via the Audience Journey Funnel’s “Action & Research” stages.

Marketing Channels

Search

Display

Social

Video

Results

The success of the SEAL ELA/ELD Campaign was evaluated by tracking key performance indicators across both paid media channels and Google Analytics (GA4) metrics, with the primary objective being a life in SEAL’s brand visibility and measurable conversions like scheduled calls, form fills, and resource downloads. The campaign delivered a dramatic year-over-year increase in website traffic and audience engagement.

Conversion Results

  • The paid campaign overview shows 40 total conversion points achieved from 2,939 clicks across all channels, a significant increase from the client’s previous marketing efforts.
  • The Search campaign specifically recorded a 32.30% Conversion rate from 118 clicks, resulting in 38 conversions, which included 18 Resource Downloads, 18 File Downloads, and 1 Newsletter Signups.
  • The Display campaign contributed 516 clicks with a CTR of 3.79%, well above industry average, leading to 58 sessions and a very low 19% bounce rate.

     

Year Over Year Comparison (September 2025 vs September 2024)

  • New Users: Up by 139.4% to 31,000.
  • Sessions: Up by 108.2% to 45,000.
  • Average Engagement Time: Up by 50.9% to 46 seconds.
  • Total Sessions from Paid Digital: Google CPC and Meta CPC combined drove 10,600 sessions, accounting for 23.5% of the total website traffic.
  • New User Acquisition from Paid Digital: Paid efforts brought in 9,900 active users, demonstrating a powerful ability to attract new members, especially when compared to the 7,488 active users from organic search.

     

The campaign’s success was directly tied to a robust paid digital strategy that effectively targeted new audiences, which resulted in triple-digit percentage increases across all top-level metrics. The high volume of engagement events and content consumption, such as our landing pages bringing over 38,000 views, further confirmed that the campaigns were not only successful in driving traffic but also effective at engaging users with content relevant to our vision of communicating practical impact and educator empowerment.

See how the numbers speak for themselves

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