We partnered with Show Me KC Schools on a rebranding project to give them a bright, fun, and approachable new brand identity and messaging. The organization had grown extensively since they first started with the simple mission of helping families find the right school for their child. Leadership at Show Me KC Schools contacted Novella Brandhouse to help them establish a new brand that fits what they have become: a recognized community resource for families in the KC area.
After the success of our work with Show Me KC Schools, we also worked with them and SchoolSmart KC to create branding and messaging for their project, SchoolAppKC, a streamlined and simple online application for families to apply to up to 16 charter schools in Kansas City.
Target Audience Demographics:
Primary: Parents and families living in the Kansas City Missouri school boundaries and considering enrolling their children in a charter school. Parents/Families with school-age kids.
Secondary: Charter Schools interested in joining the SchoolAppKC network. 16 out of 22 charter schools are already partnering with SchoolAppKC for the 2019 school year, with more expected to join in 2020.
Third: Community partners and related nonprofits interested in endorsing SchoolAppKC, as well as funders and financial supporters.
The campaign included branding and messaging to complement the one-year marketing plan used to create awareness of the new SchoolAppKC application process. Additionally, we developed a content strategy, including social media strategy and an editorial calendar for them to use to promote content online across multiple platforms and strategies that would best increase brand and product awareness and education. We also built a microsite for SchoolAppKC.
The goal was to get 2,500-4,000 applications, and our campaign helped surpass this goal by 70%, bringing in a total of 6,800 applications from 3,800 applicants. The majority of applicants applied for their top two school choices. Part of the challenge was to not only create awareness of SchoolAppKC, but to communicate a smooth, streamlined process for families. According to a survey completed by 550 families who applied, 75% indicated that they understood the associated deadlines of the application process.
The Kansas City Charter Schools make up for a diverse population. Our paid media included advertising in a bilingual newspaper focusing on the primarily Spanish-speaking population. As a result, 200 applications (8%) were submitted in Spanish.
The goal was to reach the mass media through print, television broadcast, radio, online outlets, and social media. We also utilized the help from local Kansas City influencers to help spread the word about SchoolAppKC to their followers. Our PR/Outreach efforts provided coverage within the Kansas City Public School System boundaries. We extended the listenership of the campaign by 170,000 per week with KCUR 89.3. KSHB 41 ran a news story for SchoolAppKC reaching 978,200 households in the Kansas City DMA.