Nova Pioneer Academies
The education social enterprise launched in Kenya with the mission to equip young people as leaders and innovators using a new teaching model. The focus on innovation and 21st century skills such as critical thinking and creativity was unfamiliar to Kenyan parents and educators.
The challenge was to architect a customer experience that resonated with the hopes and dreams of Kenyan parents. The team created experiential events & learning modules for parents that mirrored student-led teaching. Marketing efforts focused on engaging school principals and teachers in dialogue which gained their trust a and recommendation. Cindy Kerr led marketing team efforts in 2015/16 to launch the brand, gain national media attention, generate leads, and deliver a strong admissions pipeline.
The Work
The new brand identity reflected the unique education model and learner-centered approach. Elements and events included:
Marketing to school administrators, prospective parents, and students
Building a tight enrollment funnel that took parents through a compelling journey to overcome any objections
Experiential events for prospects and students that mirrored the learning style and benefits
The Results
Marketing initiatives exceeded initiatives led to 100% enrollment with a waiting list
Defined and executed a marketing strategy that developed deep relationships with educators, parents and students
Established awareness of a new education brand and obtained major media coverage on TV, radio and press
“We had seven months to launch a new brand and model for world class education in Kenya. Cindy’s leadership and strategy exceeded expectations with national news and maximum enrollment in the first class. She brilliantly guided our focus to reach decision makers and influencers.”
Oliver Sabot, former CEO, Nova Pioneer
