Transforming American Education
To grow quickly across multiple markets we developed a shared brand identity and brought it to life across 30 distinct schools to support recruitment and enrollment at scale.
BASIS.ed manages a rapidly growing education network that proves when learners are challenged by high academic and behavioral expectations, they rise to meet them. Basis provides tuition-free public schools known for their rigorous, accelerated K-12 curriculum blending STEM, humanities and the arts. They aim to prepare students for globally competitive levels by fostering critical thinking and a strong work ethic, often leading to high placement in top colleges, with a unique two-teacher model in early grades and strong extracurriculars to support student life
the challenge
A scalable digital foundation for enrollment growth
When BASIS.ed set out to scale its network, it faced a dual challenge: launching 30 distinct school websites while simultaneously driving teacher recruitment and parent enrollment across every market.
the strategy
30 different schools, one solid bunch of kids
One goal was to create consistency across the 30 individual school websites while leaving enough room to showcase the individual strengths and unique elements of their students. We also needed a surefire way of getting the word out to parents as well as talented, motivated teachers, and students to want to join the BASIS family.
Nurturing, inspiring, challenging.
The idea was to make BASIS.ed stand out as much for their academic achievements as for their innovative curriculum and unique students, enticing prospective parents, students, and teachers to apply. Display and search messaging would be spread over the course of the decision process for school, raising awareness, building interest, prompting desire, and ultimately driving action.
Using multi-channel marketing and custom-designed assets, we put together a vigorous recruitment campaign to make the fall deadline possible, incorporating banner ads, emails, and landing pages.
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