Learning at Another Level
Commonwealth Charter Academy (CCA) is the top accredited, largest public cyber charter school in Pennsylvania that provides personalized educational programs and services to students in grades K through 12 at no cost to families. They needed a differentiated approach to their annual campaign that would increase statewide brand recognition and fill their enrollment pipeline. The campaign needed to be uniquely CCA with messaging that differentiated from other K-12 school options and drove interest.
Challenge
The pandemic opened more parents’ eyes to virtual learning, which was a positive development. However, most parents’ experiences with virtual learning during the pandemic were less than ideal. This only added to the existing misperceptions about cyber schools and their lack of socialization, low student performance scores and depth of parent involvement. The new campaign needed to right these misconceptions and communicate that CCA is a superior alternative for students who struggle to thrive in a traditional brick-and-mortar model.
Solution
Better creative that drives results comes from a deep understanding of the nuances of your target audience. It had been several years since CCA had conducted any target audience research. CCA needed to develop a contemporary, post-pandemic understanding of today’s families, caregivers and students and their current need states. We conducted in-depth primary research with both current and prospective (non-CCA) families to segment and define new target audience profiles and journey maps. With fresh insights in hand, we developed differentiated creative and messaging that appealed to key audience segments. The robust, statewide campaign includes broadcast spots, digital video, out-of-home, radio and display ads to drive awareness and interest in key growth areas.
