LAUNCH YOUR FUTURE HERE
Enrollment Marketing for New Code Academy
As a growing number of parents sought more robust, flexible online learning options during the COVID-19 pandemic, Bloomington Public Schools had an opportunity to boost awareness about its online offering. School leaders partnered with CEL Marketing PR Design to rebrand and market the district’s Bloomington Online Schools (BOS) program and actively recruit for open enrollment students.
First, school leaders rebranded BOS as New Code Academy—a memorable name that stands out in a crowded and competitive online space. Second, we developed an energetic tagline – Launch Your Future Here. And, third, we leveraged key messaging, fresh designs and digital marketing tools to position New Code Academy as Minnesota’s premier district-affiliated, tuition-free online K-12 school.
The marketing campaign proved successful. By the start of the 2021-2022 school year, New Code Academy had 409 students enrolled. The school also surpassed the open enrollment goal of 20%, leveling off at 29% open enrollment.
Design, Messaging and Brand Guidelines
The New Code Academy brand creates a cohesive look and helps to consistently establish a distinct identity in the increasingly crowded virtual school landscape.
The brand identity included a logo, color palette, graphic patterns and fonts. A New Code Academy Brand Guide with these new assets was also developed. This equips a variety of team members to put the visual brand elements into action with a focus on consistency and accessibility.
Even in the virtual school world, it’s hard to beat the marketing power of snail mail. Printed postcards create a lasting impression focusing on the visuals of students enjoying learning and a vibrant color palette.
In addition, letterhead, business cards and branded stickers were developed to differentiate New Code Academy in a highly competitive market. The modern, cohesive use of the brand further extends its impact.
Integrated Marketing Campaign
Enrollment marketing efforts included lead-nurturing emails with branded mastheads and digital billboards with key messages. By early September, New Code Academy exceeded the target of 20% new enrollment with 25.6% growth.
The New Code Academy Facebook page is a powerful extension of the brand for engagement. A mix of boosted Facebook events and ad campaigns informed and engaged keeping New Code Academy top of mind for families in target geographic areas, all year long. In addition, the social media campaigns and Google Display Ads led to a designated landing page on the school website, allowing the messaging to shift as the school year progresses and pandemic changes occurred.
For follow-up, we also developed a content calendar, social media guide, topic-driven blog content, e-newsletter template, digital fliers and a variety of social media frames, templates and content.
New Code Academy’s mobile-first website showcases the best of both visual brand elements and key messages. The homepage is designed to quickly engage and meet the needs of prospective families and current families alike. The new website also includes an updated site map, as well as a blog optimized for SEO.