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A strategic, multi-channel growth engine to move enrollment from 200 to 250 — and reintroduce the community you already built.
What we heard from your team.
Five things shaped this proposal — from our conversation with your ECLC leadership and marketing team.
- 01"We need to get to 250 to be sustainable." That's the number. Everything below follows from it.
- 02"Tours close. Families just don't know we exist." Every event produces a Mon–Wed JotForm spike. The funnel works — awareness is the gap.
- 03"Park Maitland pops up when I search other schools." Three campuses, heavy paid search, dominating page one.
- 04"VPK is reinstated — that's $10K per family back." The lapse hurt last year. Next year it's back, plus Step Up for K–12.
- 05"Shalom Orlando? — Oh, the JCC in Maitland!" The rebrand created a recognition gap. The trust is there; the new name hasn't caught up.
The number
is 250.
A 25% lift from today's 200 — the threshold board leadership has set for financial sustainability.
That's 50 net-new enrollments — roughly 4 new families every month of the engagement. A pace that's attainable, but only with the top of the funnel fed.
The funnel works. The top is empty.
Every stage of your pipeline converts. The problem sits at the very beginning — in how many families are aware of you at all.
The product is strong. The story isn't reaching enough families. Fix awareness and the rest of the funnel delivers 250 on its own.
Park Maitland owns the search page.
"I searched for Baldwin Park Elementary — Park Maitland was the first result. Then I tried three more public schools. Park Maitland. Park Maitland. Park Maitland."
The broader market is moving in your favor.
Before we get into the opportunity we want to highlight, three shifts in the general market — all happening this year — give you a window.
Last year's VPK lapse cost families roughly $10K each — a real blow. VPK is back for next year, plus Step Up for K–12 families. The affordability story is back on the table.
Orange County has 37 elementary schools offering free VPK. Parents on the edge of "free vs. $20K" need a reason to pay — and VPK + Step Up closes most of that gap for them.
Top Orlando private schools raised tuition again in '26. Parent sentiment on Niche: "pricing out the non-wealthy." Families are actively shopping — they just need to find you.
General tailwinds matter — but they help every competitor too. What comes next is the opportunity only Shalom Orlando can capture.
Florida will pay
Shalom Orlando
to serve these families.
For the 2024–25 school year, Florida changed the rules: FES-UA scholarships now stack with VPK. For a child with a qualifying diagnosis, the state covers preschool, therapy, and enrichment — at near zero out of pocket.
Almost nobody in Central Florida is marketing this. And nobody else has every piece of the ecosystem on one campus. This is the single biggest growth lever we found.
You already have every piece of what FES-UA funds.
On one Maitland campus. No other competitor in Central Florida can match this stack.
Covers core pre-K hours for every FL 4-year-old. ~$2,800 per child.
Covers tuition remainder, therapy, curriculum, enrichment. $10K avg — up to $34K high matrix.
Preschool + therapy + neuropsych + enrichment — all on one Maitland campus. The FES-UA checklist is already your org chart.
Reggio Emilia-inspired preschool. The eligible private school seat.
Speech · OT · PT · Play · Mental health. Every category is FES-UA eligible.
CHOP-trained pediatric neuropsych. $3–5K evals — free for FES-UA.
Parenting + early intervention support. The trusted referral gateway.
What this looks like on paper.
Every FES-UA family is net new, non-cannibalizing revenue — a family who could not afford ECLC without the scholarship stack.
tuition + therapy + curriculum
4-year-olds, stacks on top
Sources: stepupforstudents.org, FL DOE.
10 new FES-UA families, all standard matrix
20 families · 15 standard + 5 high-matrix
30+ families + Heller Grove EMA billing
This is a strong hand.
Before we talk about what we'd build, here's what's already working. Our job is making sure more families get to see it.
- 01Tours close. Families who visit leave confident — the teachers, the kids, the campus sell themselves.
- 02Events drive leads — measurably. Every community event produces a Mon–Wed spike in JotForm inquiries. The data already proves this works.
- 03Pool, fitness, enrichment — not just daycare. A real learning center with front-gate security parents can see and feel.
- 04VPK + Step Up reinstated. ~$10K back on the table for next year. The #1 affordability lever — most prospects don't know about it.
- 05Decades of JCC trust. Long-time alumni are grandparents now — a warm audience on your list that nobody's talked to in years.
A four-phase growth engine.
Each phase compounds on the last. Foundation first, then visibility, nurture, community — built to feed your top-of-funnel every month of the year.
SEO audit + site optimization. Fix your digital presence so parents can actually find you.
Google + Meta paid. Show up alongside Park Maitland in every search that matters.
Email & SMS. Turn your existing list into the highest-ROI channel you have.
Events, content, storytelling. Bridge the JCC ↔ Shalom Orlando identity on every touchpoint.
Foundation.
SEO audit & website optimization. Your rebuild is already underway — the perfect window to bake this in.
- 01Full SEO audit of shalomorlando.org — technical, on-page, content
- 02Competitive gap analysis vs. Park Maitland — the exact keywords they own
- 03On-page optimization — metadata, schema, content aligned to parent intent
- 04Content strategy — blog posts ranking for "best preschool Orlando"
- 05GEO optimization — AI search visibility (ChatGPT, Perplexity)
Every dollar spent in Phase 2 works 2–3× harder because the landing site converts instead of leaks.
Audit report · Keyword matrix · Content calendar · Technical fix list · GEO schema implementation
Visibility.
Paid search + social — the channel where you go head-to-head with Park Maitland.
- 01Google Search Ads — high-intent keywords, Winter Springs to Dr. Phillips
- 02Meta / Instagram — geo-targeted to parents of 0–5 year-olds in core ZIPs
- 03Custom landing pages — one clear call-to-action: Book a Tour
- 04Retargeting — stay in front of families who visited but didn't convert
- 05Continuous A/B testing — creative, headlines, CTAs, every dollar measured
ROAS on $783 in ad spend — 3.73% CTR, 3–4× industry benchmark.
32751 Maitland · 32789 Winter Park · 32792 Winter Springs · 32787 Winter Garden · 32836 Dr. Phillips · 32803 Downtown
Nurture.
You're sitting on an email list that spans years. Let's turn it into your highest-ROI channel.
- 01List segmentation — families, prospects, alumni, legacy (the grandparents)
- 02Automated drip campaigns — 6-touch nurture sequence for unconverted families
- 03Step Up footer — "Your child may qualify for up to $10,000" on every email
- 04SMS campaigns — ~98% open rate for tour reminders and event RSVPs
- 05Event triggers — auto-sequence after every JotForm → booked tour
of first-time intro-offer clients converted to paid services — proof the right nurture turns trial into loyalty.
Email: 25–35% open · 3–5% CTR
SMS: 95%+ open · 10–15% CTR
Community.
The best marketing doesn't look like marketing. It looks like a story from a family you already know.
Spot brings vendors, local partners, and families onto campus. Branded as a Shalom Orlando signature community day.
Real ECLC families, long-form video + stills. Distributed across paid social, email, and the website.
Quarterly photo/video shoots. Weekly social. Plus Heritage Florida Jewish News placement — the owner is a Spot investor and has offered complimentary ad space.
The throughline: every touchpoint reconnects Shalom Orlando to the JCC identity families already trust.
Same playbook.
Same market. Real numbers.
The Salt Room Orlando — a Central Florida wellness business Spot has run growth for since late 2025.
$7.80 back for every $1 in
From $783 in total spend
Reach up +124% · CPC $0.55
Intro-offer → paid service
"Same strategy we're proposing here — targeted paid campaigns, strategic promotions, and community-driven content. Your audience is bigger. Your close rate is higher. The math scales."
Same playbook, across the portfolio.
Spot runs paid growth for wellness and fitness businesses across 10 Central Florida counties. Different verticals. Same targeting engine. Consistent returns.
2,128 promo link clicks → 102 purchases
1,599 promo link clicks → 51 purchases
878 promo link clicks → 23 purchases
"The team is full of energy and enthusiasm and they've done incredible work for us. The results have been great."
12 months, phased for compounding.
Foundation in month one. Paid live by month two. Every quarter layers in the next engine.
Five reasons we're the right partner.
- 01Built in Central Florida for Central Florida. Backed by Orange & Volusia counties. 10-county coverage from Daytona to Tampa. We know the zip codes, the media, the events.
- 02A consumer app + a full-service agency in one. Your paid dollars run against a built-in audience already searching for exactly what you offer.
- 03Proven on a Central Florida wellness business. 7.8× ROAS, 41.7% upsell conversion, +137% brand visibility — the Salt Room playbook is the Shalom Orlando playbook.
- 04Community-first, always. Event-driven, story-driven, warm. We don't build hard-sell campaigns — we build the kind families share with friends.
- 05Founders who've shipped at scale. Fox, Google, Deloitte, Disney. Top Startup to Watch — Atlanta Business Journal. Israeli-founded, Orlando-built.
The product is there.
The story is there.
Let's build the megaphone.
Marni — the fastest next step is a short call. Click Step 01 below to grab a time on Adam's calendar and we'll take it from there.
Pick a time that works — we'll walk through priorities with you and your team, answer questions, and align on Phase 1 scope together.
Confirm ECLC & Heller Grove approval with Karen Spector. Any gaps become phase-zero scope.
Google + Meta campaigns launched alongside the FES-UA / VPK stacking story.