Case Study
Alaska Policy Forum (APF) – EdAccess Alaska
Project Description
The Alaska Correspondence School Allotment Program (CSAP) was established to provide financial support to families opting for correspondence and home-based education. The program faced challenges in its multifaceted nature and confusion among potential users about its benefits and application process.
The Alaska Policy Forum (APF) engaged First Day to develop a clear, accessible brand and comprehensive communication strategy, to enhance program visibility, engagement, and participation.
First Day created the brand, messaging, GTM campaign for edaccessalaska.org—a one stop-shop for Alaska families to use to find the right CSAP school to provide for their unique needs. EdAccess Alaska was designed to convert new families to a uniquely complex program.
Objectives
The primary objectives for the EdAccess Alaska project were to grow awareness of the CSAP, increase participation among Alaskan families, and establish a robust online presence to support the program.
Specific goals included:
Developing a compelling brand that resonates with diverse Alaskan families.
Creating a user-friendly website that provides clear information and inspires parents to explore educational possibilities.
Implementing an effective communication management plan to keep families informed and engaged.
Approach
Brand Development
First Day began by brainstorming a brand name that would appeal to all Alaskans, ultimately creating the EdAccess Alaska brand. A comprehensive brand identity was developed, including colors, typography, and iconography, with a full brand guide produced to ensure consistent application across all marketing materials. This brand was designed to be accessible, attractive, and capable of garnering interest from a wide range of Alaskan families.
Content Creation
First Day developed a messaging guide to ensure a consistent tone and language across all communications. This guide informed the creation of website content and other marketing materials. The messaging was tailored to emphasize the program’s benefits and how it could help families achieve their educational goals.
Website Development
The website was built with two main goals: to inspire parents by showcasing success stories and to provide detailed, tailored information based on user profiles. The website featured an extensive informational component organized and coded to deliver relevant content based on users’ specific needs and profiles. Additionally, the website included a data collection component to allow APF to follow up with families and engage them through a marketing journey of regular updates and support.
Communication Management Plan
First Day designed a communication management plan to ensure users’ data was collected for advertising, retargeting, and engagement. This plan included setting up a sequence of regular, automated communications from APF to families who interacted with the marketing campaign. The goal was to provide continuous support and resources tailored to APF’s strategic objectives.
“This brand was designed to be accessible, attractive, and capable of garnering interest from a wide range of Alaskan families.”
Outcomes
The strategic marketing campaign yielded impressive results:
Improved Service
As a parent navigation tool, EdAccess Alaska empowered APF to help direct Alaska families to their ideal CSAP school.
Brand Recognition
The new EdAccess Alaska brand received widespread recognition and positive feedback from participating families and educators.
Effective Digital Advertising
Digital advertising and SMS campaigns effectively drove traffic to the website and converted new applicants. First Day’s targeted texting approach and digital ads ensured high engagement and conversion rates.
First Day’s comprehensive approach in managing the brand development, content creation, website development, and communication strategy ensured that EdAccess Alaska not only met but exceeded its initial objectives. The project set a strong foundation for ongoing growth and success, positioning APF as a leading advocate for school choice in Alaska.
These results highlight the success of the EdAccess Alaska project in achieving its goals of increased awareness, engagement, and participation in the CSAP program, setting a precedent for future educational initiatives.
