Brand Development & Marketing Strategy
Through brand development, content strategy and a dynamic website, we gave Education Pioneers an A+ brand that activated target audiences.
Education Pioneers (EP) is transforming K-12 education by attracting talented professionals to competitive fellowship opportunities in organizations where they can help students and teachers thrive in the classroom. EP’s brand and website, however, needed extra help conveying the organization’s importance and impact in a way that resonated with prospective applicants.
View live site: www.educationpioneers.org
CHIEF evaluated EP’s strengths, challenges and opportunities with an eye on language, visual identity and perceived sentiment aligned to EP’s digital channels. Armed with this intelligence, we built a new EP brand that jumpstarts its mission by encouraging engagement. In addition to a clean, cultivated visual identity system, we crafted a messaging platform that emphasizes the capacity for the EP Fellowship to fast-track its participants to a career in education leadership.
The refined logo and new messaging, “We Are Education Pioneers,” convey confidence in a way that better attracts prospective partners and fellows to the organization.
The natural next step was to bring the newly-empowered brand to life through EP’s print materials and a website re-skin. In response to the new brand’s extremely positive reception, EP re-engaged CHIEF to lead an end-to-end website redesign.
We began with in-depth discovery work that included client intakes, stakeholder interviews, and a thorough content inventory and audit—all of which pointed to the fact that both internal and external stakeholders felt great attachment to the new EP brand, but also experienced continued frustration around cluttered messaging and duplicative navigation paths. Strengthening EP’s ability to attract new partners, attract Fellowship applications and drive other on-site actions required a streamlined sitemap and smart wireframes that effectively organized all of EP’s content. Our Strategy, User Experience, Design and Development teams used iterative processes to bring the new brand to life via a responsive, fluid and 508-compliant website built in Drupal.
CHIEF developed a comprehensive content strategy to guide EP’s marketing team in developing on-brand content that draws in new and existing audiences.
The brand refresh alone helped EP transform itself from an ambitious nonprofit to an influential force in education reform. In fact, EP saw a 70% increase in Fellowship applications during the recruitment cycle following the brand launch. The website redesign also led to a 44% increase in sessions and a 32% increase in pageviews, as well as a 50% uptick in mobile and tablet combined engagement for the same three-month period between 2013 (pre-launch) and 2014 (post-launch).