Case Study 03 /
Success Academy
Improving this leading charter school network’s student recruitment
My role: Leading strategy from winning pitch to campaign planning & creative briefing.
Highlighting the difference one student can make.
The Brief
With their rigorous curriculum & record-beating test scores, Success Academy had gained a hard-nosed reputation. They needed help becoming more relatable & lifting their enrollment numbers.
Facing uncertainty
The needs of NYC parents are profoundly magnified by this time of instability.
Success Academy is a life-changing education opportunity for their family.
But parents weren’t seeing that.
Striving together for a better future
If education is how to prepare our children for life, parents need to see that Success Academy is the best preparation NYC can offer.
The Insight:
Today’s achievements lead to tomorrow’s prosperity.
Start stronger.
Go further.
The campaign’s leading message focused on empowering a child’s education today as fuel for self-reliance tomorrow.
This new messaging informed targeted media placements online & out of home. In its first year, this campaign reversed a 4-year decline & increased applications 41%.
Unlocking new opportunities
Recruiting new teachers & employees
The success of our scholar campaign unlocked a new opportunity to take on additional work: a recruitment campaign to attract new teachers.
The difference is you.
This hiring campaign established that working at Success Academy is as much about the growth you give to students as the growth you get.
Qualified hires increased 123% in the first year alone, allowing Success Academy to meet their growing classroom needs in new neighborhoods.