PROJECT BRIEF

Student and Educator Recruitment for ACCEL Academy

When ACCEL Academy opened its doors in 2016, educators were on a mission to connect high school students’ gifts and passions through personalized learning pathways to prepare them for college and beyond. ACCEL sought a partnership with JJPR to create brand awareness around their school and mission. Over the years, JJPR has provided numerous marketing and recruitment materials and campaigns for new students, parents and teachers. In the 2021/22 school year, ACCEL expanded their program to include middle school students and moved into a new state-of-the-art facility.

SCOPE OF WORK

Advertising

Content Marketing

Photo + Video

Website

CREATIVE DEVELOPMENT

As part of the major shift in their program, ACCEL tasked JJPR with brand and community awareness by creating a marketing campaign surrounding the recruitment of new students and educators for their expansion. The agency conducted video interviews with school administrators so they could tell their mission in their own voice. Messaging reinforced the school’s mission of the need for every child to find a place to learn, grow and prepare themselves for college, the workforce and beyond.

ADVERTISING CAMPAIGN

As part of the overarching recruitment campaign our team created 30-second television and social media advertisements showcasing students and educators in their new school. The campaign ran for five months. The social media ad campaign was particularly successful. Within eight weeks, the school hired enough educators to fill all open positions for the middle school, and by the end of the campaign, the ads reached nearly 350,000 users with the school receiving its quota of new students for the upcoming school year.