Acton Central - New Private School

Marketing MetricsTukaluk CampgroundMarketing Strategy
Written By Jeff Nelson

Today, I would like to feature one of our clients: Acton Academy Calgary Central.

Overview

Acton Central (short version of the full name) is a new private school located in the Renfrew community just off Centre Street. Starting in September, Acton Central will offer education for students in grades Kindergarten to grade 4. The target is for 36 students. The school is accredited and partially funded by Alberta Education. 

The primary objective for learners at Acton Central is to become leaders in society. All interactions with learners are with this in mind. 

Webinar

On Wednesday, Casey Kennedy is hosting an information session for prospective parents. Spread the word, if you know of any parents who are looking for an alternative school with younger children.

Management

Casey Kennedy and her husband are the founders but Casey is the driving force. 


Casey has an incredible background. She speaks Spanish fluently. She has a Master’s degree in International Cooperation and Development from Universidad Pontificia Comillas (Madrid). She posted her grade average on LinkedIn - she’s smart. She has extensive experience working in not-for-profit organizations including Immigrant Services Calgary, CAUSE Canada and the Justice Education Society.

Learner Centred

The learning philosophy of Acton Central is based on the teachings of Laura and Jeff Sandefer. The model of learning at Acton Academy is based on the Hero’s Journey: a story pattern common in ancient myths and modern-day adventures in which a hero goes on a journey, wins a victory, and comes home transformed. In a nutshell, every day at an acton school is an adventure. 

You can find more details on the Acton Central website.

There are over 300 schools worldwide. There are 15 schools in Canada. 

Lexicon

The language used by the school will be different. For example, the teachers are called Guides. The students are Learners. The learners are evaluated on projects and tasks, where they earn Badges instead of grades in the traditional sense. Guides use Socratic discussions (lots of questions - no lectures) to strengthen critical thinking. Most of the learning is done through hands-on real-world projects.

Marketing Strategy

For the marketing strategy, we made the following decisions:

  • Focus on parents in Calgary who are looking for a private school for their young children

  • Carve out a niche in the schools offered by focusing on learner-centred education

  • Penetrate the market by choosing a location in central Calgary

  • Differentiate from other schools by focusing on a unique approach to learning

  • Grow by starting with 5 grades (K to 4) and expanding by adding one additional grade per year

  • Increase awareness by using a mix of traditional and digital advertising

  • The brand voice will use words like innovative, leadership, Socratic discussions and learner-centred approach

Marketing Tactics

We are using the following marketing tactics:

  • To increase awareness: Google Ads, SEO, Facebook, Instagram and LinkedIn

  • To increase engagement: Word of Mouth, Facebook, Instagram, Webinars and Newsletter

  • To increase conversions: Webinars, Open House, and personal meetings with Casey

Jeff Nelson
Next

Marketing Strategy - Free Session