Jason Kiningham : "High School Your Way" Campaign
CHALLENGE: For the 2016-17 school season, our in-house marketing team was tasked with developing a dynamic integrated marketing campaign highlighting the benefits of online charter schools. The campaign needed to work across multiple schools in different states, and span an entire school year (back-to-school, annual open enrollment periods and summer school).
SOLUTION: Using the concept "High School Your Way", our team presented an appealing alternative to the "standard" idea of high school, showing students that they have options in their education - but ultimately letting them decide which model is best for them. Our approach was to make this fun and relatable, while still getting across core marketing messages. To allow for use in multiple markets, we made the campaign modular by crafting smaller segments which could easily be changed based on differing messages for each school, and also limiting recognizable geographic locations.
MY ROLE: I led creative strategy with a hands-on approach throughout the entire campaign cycle: brief, kickoff, brainstorms, refining ideas, client pitches, project scoping, production, reviews, implementation and tracking.
TV, Radio and other campaign elements were created for multiple clients in different markets
Social Media Branding & Content
Print & Digital Ads
The Team :: Creative Direction: Jason Kiningham; Videography: Zach Russell; Art Direction: Phil Conley; Graphic Design: Lisa Marie Lara; Content: Bailey Badillo; Social Media: Ashton Graham; Web Development: Jesreel Goldberg
