A Case Study:

School Shouldn’t Be So Boring.

At Liberty Launch Academy we help kids fall in love with school by integrating academics into hands-on learning, developing life skills, & giving students the confidence to take on the world.

School Website

Liberty Launch Academy is a new school practicing innovative methods of teaching & learning. For the last 3 years, they have been trying to shift the paradigm of education, one family at a time.
They recognize you cannot scale the vision & value of the school, one conversation at a time. Additionally they recognized that their digital presence made it difficult & confusing for prospective parents to really understand their school’s model.
To solve these problems, we’d develop a clear & compelling brand message with Liberty Launch positioned as the “guide” that will help frustrated parents win the day.
We’d take the new brand story and integrate it into a digital sales funnel, automated to take prospective parents on the journey from awareness, to enlightenment, ending in commitment.
This new sales funnel will include a complete redesign of their website & expansion of their branding through video storytelling.
Additionally, we’d need to prepare onboarding & training materials to ensure each team member could internalize & share the new brand message when connecting & communicating directly with parents.
Liberty Launch now has a brand story that uses clear and compelling language & video messaging inside a modern website that’s connected to an automated sales campaign calling prospective parents to action.
Their compelling message and functioning sales funnel, make it worth their money to launch paid media.
Analytics are being tracked as the school is moves toward it’s goal of tripling enrollment over the next 3 years.

The Case Study.

View Brand Story Book

Deliverables.

Brand Story.
Tagline.
Brand Video.
Website.
Lead Generating Guide.
Sales Campaign Automation.
Sales Script.
Pitch Cards.
Social Media Package.

Family life shouldn’t be so hectic.

At Liberty Launch, we’ve built a school interconnected with work, health & community, because parents deserve to be content & connected as they navigate the adventure of raising kids.

The Process.

The LLA Leadership team chose to split the 2 day discovery experience into 3 sessions spread out over 2 weeks.
The 1st session focused on establishing their identity as a school and a team, practicing contemplative listening & writing to discover their shared vision, values, and heart for an ideal target audience.
In the 2nd session we went deep into exploring two target audiences (parents & teens), their desires, and the problems they experience that Liberty Launch is uniquely qualified to solve.
During our last discovery session, we had the team explore and expand their “offer” to prospective parents, ensuring that the LLA would be clearly differentiated amongst schools and that parents would see a clear picture of what success could look like for their kids and family after joining the LLA community.
These sessions were equal parts strategy, collaboration & creative thinking!
With the discovery & creative collaboration phase complete, the StoryJoy team pulled all the data together for analysis, contemplation & synthesis to tell the story of parents that are frustrated with the public school system, positioning LLA as the guide that will help their children fall back in love with school.
A plot line is developed and through writing & visuals the brand story comes to life.
After the leadership team approved the initial story drafts, it was revised & integrated into a (digital & printed) Brand Story Book that includes over 40 pages of evergreen marketing copy for their marketing team or agency to use in future communications & campaigns.
For this project, StoryJoy was asked to develop wireframe mock-ups for a 15+ page website their internal web staffer would build in Wordpress. Managing their own build allowed the school to maximize their limited budget.
StoryJoy also provided creative direction to the Liberty Launch staff responsible for photography & videography, ensuring that their visuals matched their messaging.
Brand story videos were produced by the StoryJoy team to further reinforce the school’s message with prospective parents and teens visiting the school’s website.
There’s only one thing more important than closing a sale… and that’s capturing the contact info that will lead to that sale.
During this project, we shifted LLA from using spreadsheets to manually track and communicate with leads to an automated sales funnel integrated into their website and funneling parent data into the MailChimp marketing platform.
We strategically placed 4 lead magnets with 1 primary call to action, all of which result in the prospective parent receiving a customized drip sales campaign, educating them about the school.
The team at StoryJoy is committed to seeing your new Brand Story put into action across the entire organization.
Along with providing creative oversight to web dev & media staff, we developed sales materials and training to scale the school’s new message across their entire team.
Friendly pitch card competitions were launched throughout the school to encourage memorization of the new tagline, and office staff were provided story branded talking points to cover with parents while giving school tours.
The new Liberty Launch Story Book has been integrated into the onboarding experience for new hires.