CLC Schools, ACLC & Nea Community Learning Centers
From 2011-2016, I developed and implemented comprehensive marketing communications programs for Community Learning Center Schools, a public charter management organization and its two public charter schools, serving over 1000 students in Alameda, CA. This work was crucial for the organization as they transitioned from a satellite of the Alameda Unified School District into their own independent public charter school system.
New CLCS logo and tag line
ACLC logo and tag line
Nea logo and tag line
New CLCS logo and tag line
Created family brand identity...
A core part of establishing a strong marketing communications identity was to create compatible brand identities to tie the three entities together while conveying the unique personality of each.
CLC Schools, ACLC and Nea all benefitted from new logos, tag lines, standardized fonts, color palettes and facilities signage.
(Click image at left for family brand slide show)
Developing and managing three separate websites is daunting, given the complexity of the school sites. Each site served widely varying constituents including current and prospective parents, students, teachers, administrators, board members, news organizations, grant-giving foundations, and the community at large.
I built all three sites on a shared content management system. This allowed for centralized deployment and updating of all three sites from one interface.
The CLC Schools Home Page offers access to the charter management organization's website, while acting as a portal to both ACLC and Nea school websites. Each website is also accessible through its own URL .
Developed three distinct websites built on a shared content management system...
(Click image above to visit websites)
Launched and maintained a public relations program to generate extensive local news coverage and positive community awareness for ACLC and Nea...
Placed relevant public relations in various forms and media outlets...
My PR efforts appeared as news releases, feature articles, OpEds, Letters to the Editor, announcements, etc.
I often disguised human interest stories as news, resulting in my submissions being published exactly as supplied to the media.
Depending on the outlet, I received a byline, was labeled as a 'staff reporter' or ghostwrote for school leaders and Board Members.
(Click image at right for a selection of articles)
Targeted and timed print advertising...
Because these schools draw recruits from the local Alameda community, traditional print advertising in local publications was an important strategy. Prior to my arrival, basic newsprint ads and rudimentary direct mail were the ONLY means of raising awareness about the schools .
Upon coming on board, I quickly focused on developing the websites and making social media, along with public and community relations, the central aspects of a more comprehensive and online marketing approach. But coordinated print ads and eye-popping direct mail were still relevant approaches that were focused on admissions season.
Implemented a consistent social media strategy...
I initiated and managed Facebook and Google Plus accounts for both ACLC and Nea. To maintain interest and build school community, I developed a consistent (thrice-weekly) pre-planned posting schedule for announcements, events, news bits, helpful information for parents, photos of students and staff, and school or personal accomplishments.
I used FaceBook advertising and Google Ads for targeted online promotion that showcased the schools and generated interest in the programs.
(Click photo images at left and below to connect to social media accounts)
Admission season direct mail postcards reached every household in the service area...
EDDM delivery —
Postcards were sent "Every Door Direct Mail" to all residential addresses in the 94501 & 94502 area codes, and timed to correspond directly to admission season schedules.
Informative and timely —
These samples show postcard fronts; the postcard backs outlined the dates and times of Family Information Sessions & School Tours. These coincided with important application and admission deadlines.
Community events...
Whether it was Alameda's famous "4th of July Parade," the "Earth Day Festival" or school "Open Houses," participating and hosting community events was an important means of ongoing community relations. It showcased the schools' innovative learning approaches and kept CLC Schools top of mind with prospective families in the community.
We always used student volunteers to help organize, manage and staff these events to give them real world experience and provide them the opportunity to be school ambassadors.