A targeted campaign strategy for an ESE-certified reading specialist practice approved for FES-UA and New Worlds scholarships. Focused on dyslexia, ADHD, ASD, and language disorders in Florida — with a Miami-Dade center presence.
$10,307
FES-UA Avg. Scholarship
~400K
FL Students with IEPs
~50K
Miami-Dade ESE Students
$1,200
New Worlds Scholarship
Four distinct audience segments define the campaign's targeting strategy. Each persona represents a real parent archetype in the Florida FES-UA and New Worlds scholarship ecosystem, with specific pain points, motivations, and channel preferences.
Relevance score for each audience segment (0–100)
38, Miami-Dade
Scholarship Available
FES-UA ($10,307 available)
Pain Point
"School says he's 'fine' but he's 2 years behind. I've fought for his IEP for 18 months."
Motivation
Wants a specialist who truly understands dyslexia — not just a tutor who 'helps with reading'.
Where They Are
Key Message for This Persona
"Your child's IEP is the key to $10,000 in scholarship funding. Our K-12 ESE-certified specialists work exclusively with complex learners."
42, Broward County
Scholarship Available
FES-UA ($9,727) + PEP eligible
Pain Point
"Public school couldn't accommodate her. We homeschool now but I'm not a reading specialist."
Motivation
Needs structured, evidence-based reading instruction from someone who understands ASD communication styles.
Where They Are
Key Message for This Persona
"Designed for the way your child's brain works. Online small-group sessions with ESE-certified specialists who speak your child's language."
35, Miami-Dade
Scholarship Available
New Worlds ($1,200 available)
Pain Point
"Teacher says he can't focus. He's in K-1 and already behind. I don't know where to start."
Motivation
Wants something affordable, flexible, and proven — ideally covered by the scholarship he just heard about.
Where They Are
Key Message for This Persona
"$0 out of pocket with the New Worlds Scholarship. Our ADHD-informed reading sessions are built for active minds."
Developmental Pediatrician, Coral Gables
Scholarship Available
Influences FES-UA + private pay families
Pain Point
"Parents ask me 'where do I go?' after diagnosis. I need a trusted specialist I can confidently refer to."
Motivation
Wants a provider with documented outcomes, ESE credentials, and a professional referral relationship.
Where They Are
Key Message for This Persona
"We provide post-diagnostic educational intervention for complex learners. K-12 ESE certified, Science of Reading aligned, FES-UA approved."
Four non-negotiable messaging pillars anchor every piece of content, every ad, and every parent conversation. These pillars are designed to address the specific fears, hopes, and decision criteria of parents of neurodiverse learners.
Pillar: Specialization
Not a tutoring center. A specialist practice.
Every instructor holds K-12 ESE certification and specializes in dyslexia, ADHD, ASD, and language disorders. We don't generalize — we specialize.
Proof Points: K-12 ESE Certified · Dyslexia · ADHD · ASD · Language Disorders
Pillar: Scholarship Access
$0 out of pocket for most families.
We are approved for both FES-UA (up to $10,307/year) and New Worlds ($1,200) scholarships. We handle the EMA billing — families pay nothing upfront.
Proof Points: FES-UA Approved · New Worlds Approved · Direct EMA Billing
Pillar: Flexibility
Virtual, center-based, or we come to you.
Small group virtual, private 1:1 online, in-person at our Miami-Dade centers, or home visits across Miami-Dade County. We meet your family where you are.
Proof Points: Virtual · In-Person Centers · Home Visits (Miami-Dade)
Pillar: Outcomes
Monthly reports. Real data. Documented growth.
We provide monthly progress reports aligned to IEP goals, measurable reading level gains, and documentation you can share with your child's school and scholarship provider.
Proof Points: IEP-Aligned Reports · Reading Level Gains · Scholarship Documentation
✓ Always Sound Like
A trusted specialist — not a salesperson
Empathetic to the parent's exhaustion and advocacy journey
Confident in the science (structured literacy, Orton-Gillingham)
Clear about scholarship mechanics — no jargon
Outcome-focused: reading levels, IEP goals, measurable gains
✗ Never Sound Like
A generic tutoring center ('we help all students!')
Dismissive of the public school system
Overpromising ('cure' or 'fix' language)
Complicated about scholarship eligibility
Transactional or pushy about enrollment
★ Power Phrases
"Built for complex learners"
"Your child's IEP is the key"
"$0 out of pocket with FES-UA"
"K-12 ESE certified specialists"
"Science of Reading — not guessing"
"We speak IEP"
Your pricing is competitively positioned in the premium-specialist tier — significantly above generic tutors ($35–$60/hr) but below clinical therapy rates ($150–$200/hr). The key is framing every price point through the scholarship lens: families pay $0 out of pocket.
Hourly rate benchmarks — your rates (green) vs. market competitors
3:1 ratio · 45–60 min sessions
Structured literacy in small virtual groups of up to 3 students. Science of Reading aligned. Ideal for New Worlds scholarship families and FES-UA students seeking cost-effective intervention.
Scholarship Coverage
New Worlds covers ~20 sessions · FES-UA covers full year
K-12 ESE certified instructor
Dyslexia, ADHD, ASD, Language Disorders
Monthly progress reports
Direct EMA billing (FES-UA & New Worlds)
Virtual via Zoom/Google Meet
Flexible scheduling
~$2,880/yr (2x/week)
New Worlds ($1,200) · FES-UA ($10,307)
Private · 45–60 min sessions
Fully individualized online reading instruction. One instructor, one student. Tailored to IEP goals, specific diagnosis, and learning profile. The gold standard for complex cases.
Scholarship Coverage
FES-UA covers ~82 sessions/yr · PEP covers ~64 sessions/yr
K-12 ESE certified specialist
IEP-aligned instruction & documentation
Dyslexia, ADHD, ASD, Language Disorders
Weekly progress updates
Direct EMA billing
Session recordings available
~$6,000/yr (2x/week)
FES-UA ($10,307) · PEP ($8,000+)
Private · At our Miami-Dade centers
Face-to-face instruction at our Miami-Dade learning centers. Ideal for students who benefit from in-person engagement, sensory-rich environments, and hands-on structured literacy materials.
Scholarship Coverage
FES-UA covers ~73 sessions/yr
K-12 ESE certified specialist
Hands-on structured literacy materials
Sensory-friendly environment
IEP documentation & school liaison
Direct EMA billing
Parent observation available
~$6,720/yr (2x/week)
FES-UA ($10,307) · PEP ($8,000+)
Private · Travel within Miami-Dade County
We come to you. Ideal for students with mobility challenges, severe anxiety, or families who prefer instruction in the home environment. Maximum comfort, minimum disruption.
Scholarship Coverage
FES-UA covers ~64 sessions/yr
K-12 ESE certified specialist
Travel within Miami-Dade County
Home environment instruction
Sensory-sensitive approach
Direct EMA billing
Flexible scheduling
~$7,680/yr (2x/week)
FES-UA ($10,307) · PEP ($8,000+)
Lead with $0 Out of Pocket
Never lead with the hourly rate. Always lead with 'Your FES-UA scholarship covers this.' The $10,307 scholarship makes even your $160/hr travel rate feel free to eligible families.
Anchor Against Clinical Rates
ABA therapy and neuropsychological evaluations cost $150–$250/hr. Your $125 1:1 rate is a specialist rate at a fraction of clinical cost — and it's scholarship-covered.
Payment Plans for Everyone Else
For families who don't qualify for scholarships or need to bridge billing gaps, structured payment plans remove the upfront cost barrier. Frame it as: 'We have flexible payment options so the cost never stands between your child and the help they need.'
Not every family qualifies for FES-UA or New Worlds, and scholarship billing cycles can create gaps. Structured payment plans ensure the intensive model is accessible to every family — not just scholarship holders. This is a key differentiator and a direct response to the #1 objection: "We can't afford 5 sessions a week."
Scholarship Bridge
Monthly payment plan to cover sessions while waiting for first EMA reimbursement (typically 30–60 days after enrollment).
Non-Scholarship Families
Weekly or bi-weekly auto-pay plans spread the cost of intensive programs across 8–12 weeks. No lump sum required.
Intensive Package Plans
Pre-pay a 60–100 hour intensive block at a slight discount. Marketed as the fastest path to grade level.
Parents of neurodiverse learners are highly active in specific online communities and search for very specific terms. This channel strategy prioritizes the highest-ROI touchpoints for FES-UA and New Worlds scholarship families.
Based on comparable ESE/tutoring provider benchmarks — estimated values for planning purposes
Parents actively searching for solutions are the highest-intent audience. Capture them at the moment of need.
Budget: $500–$1,500/mo
Targeting / Keywords
Key Tactics
Exact match + phrase match keywords
Location targeting: Miami-Dade + Broward
Call extensions + lead form extensions
Negative keywords: 'free', 'DIY', 'worksheet'
Parents of children with disabilities are highly active in Facebook groups. Meta's interest targeting reaches them at scale.
Budget: $400–$1,000/mo
Targeting / Keywords
Key Tactics
Carousel ads: 4 scholarship types explained
Video testimonial ads (60s)
Lead gen forms: 'Check scholarship eligibility'
Retargeting: website visitors + video viewers
Short-form video builds trust and humanizes the brand. Parent communities on Instagram are highly engaged around neurodiversity.
Budget: $200–$500/mo
Targeting / Keywords
Key Tactics
60s Reels: tutor intro, session demo, parent story
Stories: scholarship how-to walkthroughs
Collaborate with FL dyslexia/ADHD advocates
Organic + boosted Reels strategy
Developmental pediatricians, neuropsychologists, and IEP advocates are trusted by parents and actively asked 'where do I go?' after diagnosis.
Budget: $0 (relationship investment)
Targeting / Keywords
Key Tactics
Direct outreach with referral packet
Lunch-and-learn presentations
Co-host parent education events
Provide free 'Scholarship Guide' PDF for their waiting rooms
Parents of neurodiverse children are extremely active in private Facebook groups. Authentic participation builds trust and generates referrals.
Budget: $0 (organic)
Targeting / Keywords
Key Tactics
Join and participate authentically (no spam)
Answer scholarship questions helpfully
Share free resources (not promotional)
Invite group members to free webinars
Email converts leads to enrollments. A 5-email nurture sequence from consultation request to enrollment is the highest-ROI conversion tool.
Budget: $50–$150/mo (platform)
Targeting / Keywords
Key Tactics
5-email onboarding sequence
Monthly parent newsletter
Scholarship renewal reminders
Outcome report sharing (with permission)
Ready-to-use ad copy frameworks for each channel, tailored to your ESE specialist positioning and scholarship-approved status. Adapt these with your specific center name, tutor names, and student outcome data.
Facebook / Instagram
Carousel Ad · Parents of children with IEPs in Miami-Dade
Headline
Your Child's IEP Unlocks Up to $10,307 in Reading Support
Body Copy
If your child has an IEP, 504 Plan, or diagnosis of dyslexia, ADHD, or ASD — they may qualify for Florida's FES-UA scholarship. Our K-12 ESE-certified specialists work exclusively with complex learners. Virtual sessions available. Miami-Dade centers open. $0 out of pocket.
Targeting Parameters
Age 28–50 · Parents · Miami-Dade County · Interests: IEP, special education, dyslexia, ADHD, autism
Google Search
Responsive Search Ad · High-intent search queries
Headline
Dyslexia & ADHD Reading Specialists — FES-UA Approved Provider
Body Copy
K-12 ESE certified instructors. Structured literacy for dyslexia, ADHD, ASD & language disorders. Virtual + Miami-Dade in-person. FES-UA & New Worlds scholarship accepted. Free consultation.
Targeting Parameters
Keywords: 'dyslexia tutor Miami', 'ESE reading specialist Florida', 'FES-UA reading provider', 'ADHD reading help Florida', 'structured literacy tutor near me'
Instagram Reels
60-Second Video · Parents of neurodiverse children
Headline
"My son was 2 years behind. Now he's reading at grade level."
Body Copy
Hook (0–3s): 'If your child has an IEP, this is for you.' | Show: tutor working 1:1 with student, progress chart, parent reaction | Voiceover: 'We specialize in dyslexia, ADHD, and ASD. ESE certified. FES-UA approved. Virtual or in-person in Miami-Dade.' | End card: 'Free consultation — link in bio'
Targeting Parameters
Lookalike audience from email list · Interests: special education, IEP, dyslexia awareness, neurodiversity
Email Campaign
Nurture Sequence (5 emails) · Leads who requested consultation
Headline
Subject: 'Does your child qualify for $10,307 in reading support?'
Body Copy
Email 1: Scholarship eligibility guide. Email 2: 'What is structured literacy?' explainer. Email 3: Parent testimonial story. Email 4: 'A day in our virtual classroom' walkthrough. Email 5: Limited spots — book your free consultation today.
Targeting Parameters
Segmented by: scholarship type (FES-UA vs New Worlds) · diagnosis type · virtual vs in-person preference
Estimated monthly funnel volume at steady state (months 4+)
10,000
Awareness
Parents reached via ads, organic, referrals
3,500
Interest
Click through to website or EMA listing
1,200
Consideration
Request scholarship info or free resource
400
Intent
Book free consultation call
120
Enrolled
Start sessions (30% close rate from consult)
A phased execution plan from foundation-building to full-scale paid amplification. Each phase builds on the last, with clear KPIs to measure progress.
Phase 1: Foundation & Launch
Weeks 1–4Action Items
Optimize EMA Marketplace listing with neurodiverse specialization keywords
Set up Google Business Profile for Miami-Dade center(s)
Create parent-facing landing page with FES-UA scholarship calculator
Launch Facebook/Instagram Business pages with brand identity
Build email list from existing families — request referrals
Join 5+ Miami-Dade parent Facebook groups (dyslexia, ADHD, ASD, ESE)
Phase KPIs
EMA listing live · 100 email subscribers · 500 social followers
Phase Focus
Phase 2: Content & Organic Growth
Weeks 5–8Action Items
Publish 4 blog posts: 'Does My Child Have Dyslexia?', 'FES-UA Scholarship Guide', 'What is Structured Literacy?', 'ADHD & Reading'
Record 4 short-form videos (60s Reels/TikTok): tutor intro, session demo, parent testimonial, scholarship how-to
Launch Google Search campaign: 'dyslexia tutor Miami', 'ESE reading specialist Florida', 'FES-UA approved provider'
Attend 1 local IEP/ESE parent workshop or homeschool co-op event
Activate referral program: $50 credit per enrolled referral
Begin weekly email newsletter to parent list
Phase KPIs
20 consultation requests · 5 enrolled students · 1,000 website visits/mo
Phase Focus
Phase 3: Paid Amplification
Weeks 9–12Action Items
Launch Meta (Facebook/Instagram) retargeting campaign to website visitors
Run 'FES-UA Scholarship — Use It Before It Expires' urgency campaign
Partner with 2 Miami-Dade pediatric neuropsychologists / developmental pediatricians for referrals
Launch Google Display ads targeting parents of children with IEPs
Host free 'Understanding Your Child's IEP' webinar — collect leads
Publish first student outcome case study (with parent permission)
Phase KPIs
50 consultation requests · 20 enrolled students · $15K monthly revenue
Phase Focus
Phase 4: Scale & Retain
Weeks 13+Action Items
Implement automated email onboarding sequence for new families
Launch scholarship renewal reminder campaign (FES-UA annual renewal)
Expand to Broward County targeting with geo-targeted ads
Build referral network with private schools, charter schools, and ESE advocates
Publish monthly progress report template for parents to share with school
Upsell New Worlds families to FES-UA (if IEP/504 eligible) for higher revenue
Phase KPIs
100+ active students · $50K+ monthly revenue · 4.8★ EMA rating
Phase Focus
A lean but effective campaign budget for a specialist provider entering the market. All figures are monthly estimates at steady state (months 4+). Adjust based on capacity and growth targets.
Google Search Ads
$500–$1,500
Facebook / Meta Ads
$400–$1,000
Instagram Reels (boosted)
$200–$500
HubSpot CRM (email/automation — already active)
Included
Content Creation (video/graphics)
$200–$500
YouTube Content Production
$150–$400
Professional Referral Materials
$100–$300
Webinar / Event Hosting
$50–$200
Total Monthly Budget
$1,500–$4,700
EMA Marketplace Reviews
Month 1
5 reviews
Month 3
20 reviews
Target
4.8★ average
Free Consultations Booked
Month 1
10/mo
Month 3
50/mo
Target
30% close rate
Active Enrolled Students
Month 1
5–10
Month 3
40–60
Target
80+ at 6 months
Monthly Revenue
Month 1
$3K–$6K
Month 3
$20K–$35K
Target
$50K+ at 6 months
Email List Size
Month 1
100 subscribers
Month 3
500 subscribers
Target
1,000+ at 6 months
Professional Referral Partners
Month 1
2–3 partners
Month 3
10+ partners
Target
20+ at 6 months
Conservative
$8,640
Monthly revenue
$103,680/yr
30 active students
2 hrs/week avg.
$100/hr blended rate
Moderate
$21,120
Monthly revenue
$253,440/yr
60 active students
2 hrs/week avg.
$110/hr blended rate
Optimistic
$48,000
Monthly revenue
$576,000/yr
100 active students
2.5 hrs/week avg.
$120/hr blended rate
Full Capacity
$90,000
Monthly revenue
$1,080,000/yr
150 active students
3 hrs/week avg.
$125/hr blended rate
Key Assumption
Blended rate assumes a mix of service types: ~40% small group virtual ($60), ~35% 1:1 virtual ($125), ~15% in-person center ($140), ~10% travel ($160). FES-UA scholarship families average 2–3 sessions/week. Revenue projections do not account for scholarship billing cycles (typically monthly reimbursement from SUFS).
The HubSpot Workflow Blueprint maps every node, email, branch condition, lead score, and renewal trigger — ready to configure in your existing HubSpot account.