School Branding of Robbinsdale Virtual Academy
Prior to the COVID-19 pandemic, Robbinsdale Area Schools had plans to provide an online learning academy to retain students and families seeking that option. They had the staff, curriculum and talent, but no marketing plan. They turned to CEL to help them to create an effective and lasting brand. Keeping it tied to the district brand, the Robbinsdale Virtual Academy emerged. While the name was simple and to the point, the imagery and brand assets are eye-catching. A digital marketing campaign, “Flip the script on high school,” played off the popular TikTok meme. Pulling emotional testimonials from first-year students kept the focus on building a community in a non-traditional way.