St. Mary's International
Espejo Media helped St. Mary’s University launch a two-phase Guadalajara pilot combining in-person recruitment and Spanish-language digital ads to build trust and drive student inquiries.
Overview
Services
Rebuilding a Cross-Border Enrollment Pipeline for St. Mary's University
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St. Mary's University — a Catholic, Marianist institution in San Antonio, Texas — has a natural cultural and geographic connection to Mexico. Espejo Media was engaged to translate that affinity into a structured, results-driven enrollment pipeline in Guadalajara, with an intentional two-phase strategy: establish credible in-person relationships first, then activate Spanish-language digital advertising while that market warmth was at its peak.
The Challenge
St. Mary's had brand values aligned with Mexican families — but lacked:
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On-the-ground presence in Mexico
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Trusted local school and family relationships
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Spanish-language digital creative for Mexican audiences
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A sequenced in-person + digital strategy
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A scalable model to replicate across cities
The Solution
We served as strategic architect and full executor:
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Identified Guadalajara as the pilot market
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Secured Liceo del Valle as anchor school partner
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Activated the community network
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Produced Spanish-language video ad creative
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Deployed targeted lead form campaign post-activation
The Solution
We served as strategic architect and full executor:
-
Identified Guadalajara as the pilot market
-
Secured Liceo del Valle as anchor school partner
-
Activated the community network
-
Produced Spanish-language video ad creative
-
Deployed targeted lead form campaign post-activation
Project Highlights
01. Guadalajara In-Person Activation
Espejo Media designed and executed an intentional in-person presence in Guadalajara — a leading cultural and educational hub in Mexico and the ideal pilot market. The activation centered on direct relationship-building with high school directors, counselors, family networks, and community leaders — the trusted gatekeepers for higher education decisions in Mexican households.
02. Liceo Del Valle — Pilot School Partner
Our anchor partner was Liceo del Valle — a school of 500+ students that mirrors St. Mary's values: academic excellence, holistic development, and a family-centered environment. This partnership provided immediate, credible access to the exact prospective student profile St. Mary's sought to attract.
03. Community Anchor
Influential Guadalajara community leaders with deep roots across academic, civic, and governmental networks — anchored the pilot's credibility. Espejo Media leveraged this relationship to open doors that a traditional recruitment approach could not, and facilitated a formal introduction to St. Mary's leadership.
04. Spanish-Language Video Ad + Lead Form Campaign
Immediately post-activation, while the Guadalajara footprint was still warm, Espejo Media produced and deployed the Spanish-language "Tu Futuro No Tiene Fronteras" video ad — showcasing St. Mary's STEM programs, campus experience, and student life in a culturally resonant, mobile-first format. The campaign ran as a targeted Meta lead form campaign capturing prospective student inquiries directly from Mexican audiences.
