Challenge
Student Alternatives Program Inc. (SAPI), a Texas-based charter high school organization, operates nine campuses across the state of Texas. SAPI was seeking to increase enrollment rates in across all the markets it serves, with a particular emphasis on attracting at-risk students. These students encompass those who encounter various socio-economic challenges, absentee parents, teen pregnancy, as well as social and psychological difficulties. SAPI has been confronted with a significant brand misrepresentation. It has commonly been perceived as an “alternative school,” as implied by its name, rather than being recognized as a public charter high school. Consequently, a noticeable pattern of dissatisfaction has emerged across all markets, with concerns related to name recognition, district size, and the awareness of their multiple campuses.
Strategy
Student Alternatives Program Inc. (SAPI) engaged the services of PMDG as their designated Agency of Record (AOR) to spearhead the comprehensive endeavor of devising a novel brand identity and executing an encompassing public awareness campaign. PMDG was entrusted with the responsibility of managing and overseeing all marketing and public relations services, spanning across statewide, corporate-wide, and district-wide domains.
The collaboration necessitated PMDG’s profound grassroots proficiency in formulating and implementing strategies for brand establishment and maintenance, in addition to their adeptness in delivering creative services and public relations. This entailed a meticulous orchestration of strategic communication, crisis management, and the orchestration of a multifaceted integrated marketing communications campaign.
Results
The launch of the Triumph Public High Schools brand campaign proved to be an outstanding success, marked by its remarkable efficacy in fostering heightened awareness, instigating a substantial shift in perception, and cultivating a profoundly positive imagery within the intended target audience cohorts. PMDG skillfully positioned Triumph Public High Schools, under its new brand name, as an exemplary educational option for at-risk students throughout the entire state. Through this meticulously crafted campaign, a profound sense of identity and contentment was meticulously nurtured among the target audience, as well as among the students, administration, and faculty members affiliated with Triumph Public High Schools.
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