Nova Pioneer Academies

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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.

Illustration of a building with a yellow roof and blue columns, labeled 'Innovators and Leaders' and 'Academics'. The building displays four columns of text about qualities like creativity, collaboration, self-mastery, and problem solving, with three people standing and sitting in front.

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

Illustration of five diverse business professionals representing the words Innovate, Lead, Build, Discover. Innovate: person working on a laptop, Lead: group in a meeting, Build: person pointing at a whiteboard, Discover: person with a magnifying glass. Central figure is a confident man holding a pencil and notebook.

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 

Young boy in school uniform holding papers, standing indoors near a banner for NOVA Academy.

“We had seven months to launch a new brand and model for world class education in Kenya. Cindy’s leadership and strategy exceeded expectations. Multiple layers of marketing and events led to full enrollment. She brilliantly guided our focus to reach decision makers and influencers.”

  • Oliver Sabot, former CEO, Nova Pioneer