The Revolution

in Online Learning

is Here to Stay

The Revolution

in Online Learning

is Here to Stay

With a unique offering unlike any other in the education industry, Capital Area Online Learning Association (CAOLA), held the promise to completely change the way we traditionally viewed online education for public school students. CAOLA allows students the opportunity to remain in their home school district and participate in school activities and sports, with the flexibility of comprehensive online learning options. However, it was difficult to bring clarity to the market and cut through the competitive clutter created by cyberschools. The Gavin team thoroughly researched the market, crafted a new brand for the product and outlined a strategic communications plan to guide client outreach to its target audience. In collaboration with the executive team at CAOLA, Gavin delivered a meaningful logo and tagline along with powerful brand-centric messaging that encapsulates the uniqueness of CAOLA and speaks more directly to their target audience.

The Problem: 3 Unique Audiences

The new brand and messaging approach had to appeal to 3 vastly different target audiences:

  • Students and parents who would use the CAOLA online learning platform
  • Guidance counselors who would help students make informed decisions about online learning
  • School district admistrators who would ultimately make the final decisions about forming partnerships with CAOLA

Revolution as a Key Message

Brand visuals that evoke movement toward achieving a goal and messaging that defines the options and advantages to the CAOLA platform were articulated throughout marketing assets developed specifically for each target audience. One powerful, consistent message played out for all audience segments – Become part of an online learning revolution.

Scope of Work

  • Logo & tagline development
  • Updated collateral materials
  • Development of communications plan and strategy
  • Social media management

Results

The new brand was implemented with a coordinated multichannel social media management strategy to push their powerful message of change to all target audiences. When the COVID-19 pandemic hit, Pennsylvania school districts – and more importantly, their administrators – were already familiar with the CAOLA brand and product, making partnership an easy decision. During the Spring 2020 school semester, CAOLA more than doubled the number of students engaged with their online learning platform.