A revolutionary shift is taking place: the rise of personalized education for K-12 students. Coming out of the pandemic, learning gaps persist, and technology has advanced. And our understanding of individual learning styles deepens. Educators and policymakers increasingly recognize the importance of tailoring education to the unique needs of each student. This personalized approach enhances academic performance and nurtures a lifelong love for learning.
However, education service providers need to adapt to remain relevant in this changing landscape.
Personalized education involves tailoring methods, content and pace to match each student’s individual learning needs and preferences. This departure from traditional one-size-fits-all instruction acknowledges that every student learns differently. Customization is key to unlocking their full potential.
Education service providers must understand the personalization needs of their audiences to effectively reach and influence them, and determine the most advantageous market positioning.
Commonwealth Charter Academy (CCA) is a large public cyber charter school that relies on awareness efforts to garner enrollment. They wanted to understand how to market their services post-pandemic in the face of these transformative shifts. At JPL, we believe effective enrollment marketing campaigns are rooted in meaningful insights about our audiences. So, we set out to understand the needs of prospective families while also exploring CCA’s differentiators as identified by enrolled students and their parents.
Thorough qualitative research and analysis uncovered key differences in the education needs and motivators among the prospective families’ target audience. These unique differences informed three distinct audience segments, with accompanying profiles and enrollment journey maps. Our team used these insight assets, CCA’s differentiators and personalization to create a series of marketing campaigns. Each had a mix of ads that appealed to each audience segment.
Our campaigns highlighted CCA’s unique ability to offer personalized education experiences to their students. They also conveyed key messages focused on the areas of personalization audiences wanted. The campaigns included performance acceleration, academic support and autonomy. Not only did our strategic work result in campaigns that resonated with our audiences, but it also boosted CCA enrollment.
In addition to marketing opportunities, education service providers have the chance to leverage the surge in ed tech and analytics. Both have been driving forces behind the rise in personalized education. Educational apps, interactive learning platforms and adaptive software enable teachers to create a customized learning experience for each student and gather student performance and progress data. These tools assess a student’s strengths, weaknesses and learning style. Then, it provides targeted activities and resources to address their specific needs and keep track of effectiveness.
Ed tech and analytics represent promising growth opportunities for product and service expansion.
The rise of personalized education isn’t just a trend but a transformative shift. It can have the potential to revolutionize the way we approach education and education marketing. As we continue embracing this innovative approach, education service providers must dig deeper into audience insights. They must truly understand what education means to parents and students. Then, identify the intersection at which the brand and its services can impact students and families most effectively.
Want to explore how to personalize your marketing strategy for growth? Talk to our Parent & Family Marketing specialists. Connect with us at [email protected].
