How a 40-year old marketing campaign helped us

Our client, Provost Academy, was struggling to separate themselves from the competition when they came to us for assistance -- and it was already late in the recruiting season for virtual schools (June). So, we had to move quickly yet efficiently to re-imagine their strategy, and develop assets to implement the campaign to help them achieve their goals.

Before we dove into landing page development, SEO/SEM campaigns, and overall strategic marketing development, we had to figure out how to position them in the market that would separate them from other virtual schools.

Virtual schools (e-schools, cyber schools) tend to all look alike with one of the key issues being socialization (or lack thereof). Provost, on the other hand, wanted to build a school that was bridged the divide between online and together. They desired to bring students together on a regular basis, and move beyond the typical field trips and online clubs in order to allow their students opportunities to connect.

Now, how to convey that story? We found the solution to that question in a campaign that was over 40-years old. In fact, it's story was similar to ours. One of the greatest marketing campaigns of all time was the 7-UP campaign that turned it into the UnCola. It was so successful because it positioned 7-UP as the anti-Coke and anti-Pepsi, who were both vying for market share. So, instead of competing directly with them and trying to look like them, 7-UP became the UnCola.

Could we do the same with Provost? Thanks to 7-UP we did. Provost Academy became the UnVirtual Online School. In doing so it caught the attention of parents and students seeking an alternative to the current type of virtual school, and our results exceeded even our expectations.

The landing page we designed for them saw a 65% increase in lead capture the first month alone, and we outperformed previous the previous year by over 200% in lead generation.

In South Carolina they raised the enrollment goals in mid-stream due to the increase in leads and enrollment, and we still met them by the end of October.

In Colorado they had their first wait list of students in the history of the school.

In Ohio where enrollment growth in charter schools and e-schools was a meek .5% for the year, Provost achieved double-digit growth.

They say the best idea is a borrowed idea. If you are stuck today and seeking inspiration for your marketing campaign sometimes looking back over 40 years can lead to something new today.

If we can be of help to you with marketing strategies, web site/landing page design, and/or SEO/SEM campaigns, don't hesitate to contact us today.

houston@figment-consulting.com

FIGMENT Consulting
Data driven. Imagination crafted.

What do you want most? (and a note on Agora Cyber Charter School)

We sat around a table in Big Lake, Alaska. We included myself, my wife, my oldest daughter (an entrepreneur herself), and a small group of people where we were in discussion about either partnering with them or even buying their business.

We had been through various discussions on financials, business operations, and all of the other fun items associated with what we were exploring. Then, my daughter began to share what had brought her to the table. Afterwards, she looked at each of us and shared that for her it would be most helpful to know what each person there wanted.

Then, she looked at the current business owner and asked him, "What do you want most?" It was a beautiful and insightful question, and his answer was surprising. He paused, leaned back in his chair, and his eyes followed his thoughts.

"Community," he answered. "I really want community."

I wonder how many families in virtual schools want the same thing? I wonder how many of them have a desire for community? How many of them want to belong to something that lifts them up, feeds them, and encourages them?

Community. We strive so hard to provide a diploma for families when perhaps what they want most is to belong.

houston@figment-consulting.com

A note on Agora Cyber Charter School:

While I admit to not knowing all of the details specifically, Agora Cyber Charter School (PA) laid off hundreds of teachers and family coaches yesterday. Disappointing but not surprising.

Some of the reason falls to the ongoing budget crisis in PA where the new Governor and legislature have not agreed to a new budget that began last July 1. I get that. However, most of the responsibility belongs at the feet of those in charge of Agora.

They talked a good talk but failed to walk it. And, yet again, virtual schooling receives a black eye because of it.

As recently as last week I had noticed an Agora advertisement stating they were a public school so they were always open for enrollment. At the same time, they were not taking care of their existing family -- students, families, teachers, staff.

Agora was and is doing things the old way -- funnel students in to replace the ones leaving and hope at the end of the year more have entered the front door than departed the back door. Then, continue to relegate the teachers to the same status as technology and have them serve as interventionists with the hope that somehow academic results will increase.

At what point do we realize the current model is broken? At what point do we understand that to continue doing the same things over and over while expecting different results is merely pretending? 

This time it was Agora Cyber. Who will it be next time?

It's time to re-imagine the virtual school experience. It's time to craft a model that places the teacher-student relationship at the center and build around it. It's time to build a school worth belonging to. It's time to launch with success in mind, grow with purpose, and build a culture of retention. 

It's time to throw the sales funnel away. 

It's time.

And, this presents us with an opportunity to build a new model. Virtual schooling can realize its promise. It can serve students and families. It can be all that it was meant to be.

Let's begin construction on a model that has as its foundation Relationships. Let's build a model that fosters community. Let's build a model that equalizes the learning experience with the academic pursuit. Let's build a virtual school that is all about Together.

We can do it. We must do it.

Zero to One: It's time to quit pretending

Peter Thiel's book Zero to One, Notes on Startups, or How to Build the Future, states that when we create something new, we go from 0 to 1.

Paypal (of which Thiel was a founder) took online payments from 0 to 1. Elon Musk, CEO of SpaceX and Tesla, is an individual focused on going from 0 to 1. Mark Zuckerberg took us from 0 to 1 when Facebook was created.

As Thiel states though, "It is easier to copy a model than to make something new; doing what we already know how to do takes the world from 1 to n, adding more of something familiar."

When full-time virtual schools were introduced they took education from 0 to 1. They were an "act of creation, and the result was something fresh and strange."

Now, virtual schools are attempting to move from 0 to n. Remember, it is easier to copy a model, to do what we already know how to do. The problem is that the current n is not worth modeling.

My energy and effort is centered on the desire to have us rethink n and return to creating something new, with the hope of moving us again from 0 to 1.

Let's stop pretending. It's time to create something new in virtual schooling.

houston@figment-consulting.com