Online Academy
A K-12 online traditional educator that works with school districts across Michigan to support their virtual learning curriculums. It was founded by a very respectful tutoring program that successfully migrated from a brick-and-mortar to a virtual tutoring service. They found success during COVID as virtual learning was a necessary solution, but as the education system has rebounded, the need was still there and can be twofold, both a means of profit for the school district and a very successful alternative for nontraditional students.
Expectation
Continue to grow the enrolment of new students without cannibalizing in-district students, allowing the school districts to maximize operation revenue and protect their teachers.
Strategy
Create an omnichannel performance-based campaign whose goal was to help move potential students through the enrolment process and increase the number of incoming leads while establishing a benchmark Cost Per Lead metric.
KPIs
Website Visits
Application Submission
Phone Calls
Challenges
Effectively communicating how to enroll and who was eligible
Relatively new player in the space with little to no brand recognition or reputation to build from
Students are unsure about virtual learning as a viable alternative to in-person learning—fearful they will not get the same education