Episode #30 -  From 8,000 to 10,000… enrollment marketing lessons from the largest virtual charter school in Georgia, with Maria Blencowe

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GUEST

Episode Guest:

Maria Blencowe, Director of Communications & Marketing of Georgia Cyber Academy

Connect with Maria on LinkedIn

Websites:

https://www.georgiacyber.org/

EPISODE SUMMARY

In Episode 30 of The Charter School Insider Podcast, Daniel Casselli sits down with Maria Blencowe, Director of Communications & Marketing at Georgia Cyber Academy, the largest virtual charter school in Georgia. In this insightful discussion, Maria shares how her team grew enrollment from 8,000 to 10,000 students, despite the challenges of a post-COVID landscape. She delves into A/B testing strategies, adapting to ever-evolving digital marketing tools, and the importance of maintaining a research-driven approach to audience targeting. Maria also shares valuable lessons learned from her experience and how staying nimble in a fast-paced digital environment is key to driving school enrollment growth.

EPISODE TAKEAWAYS

• Research is Key:

Never skip the research phase, even if you feel you know your audience. Regular market analysis ensures your messaging and campaigns align with current trends.

• A/B Testing for Optimization:

Continually tweaking and A/B testing various digital marketing strategies keeps enrollment campaigns performing at their peak.

• Adapting to Platform Changes:

The digital landscape evolves quickly. Staying on top of platform updates and new tools—such as video ads, display ads, and lead forms—is critical to staying competitive.

• Clear Communication with Stakeholders:

It's important to align marketing goals with enrollment expectations set by school leadership. This can help avoid over-ambitious goals that may be difficult to meet.

• Tools of the Trade:

Platforms like Canva for Education, Finalsite, and Monday.com are essential for running effective marketing and project management campaigns in education.

RESOURCES

NSPRA (National School Public Relations Association): A resource for communications and PR strategies for schools.

Finalsite: Offers website solutions and extensive marketing resources for schools.

Canva for Education: A free tool for creating visually appealing marketing materials with ease, tailored for educators.

Monday.com: A project management platform helpful for organizing marketing campaigns and tasks.

CHAPTERS

00:00 Introduction and Overview
04:46 Rebuilding the Enrollment Pipeline
08:08 Evaluating Data and Research
12:18 Executing Marketing Strategies
16:50 Dividing and Conquering Marketing Work
19:27 Tools and Resources for Enrollment Marketers
21:31 Results and Lessons Learned
25:20 Recommendations for Future Strategies
27:46 Expanding Advertising Channels
31:35 Connecting with Georgia Cyber Academy

ABOUT OUR GUESTS

Maria Blencowe serves as the Communications, Marketing, and Public Relations Director for Georgia Cyber Academy (GCA), a statewide online charter school that educates students from kindergarten through 12th grade. A graduate of the University of West Georgia, where she earned a Bachelor of Science in Organizational Leadership with a focus on Communications, Maria brings both personal and professional experience to her role. Her journey with GCA began in 2008 when she enrolled her two children, both of whom have since graduated from the school. As an involved parent, Maria held leadership roles, including Parent Leader and PTSO Treasurer, which allowed her to contribute to the school's community from the inside.

In 2013, Maria joined the GCA staff as a Family Engagement Coordinator, a role in which she fostered strong school-family partnerships, facilitated parent training, and spearheaded initiatives to strengthen community connections and school culture. In 2018, she transitioned to her current role as Director, where her passion for communication and community building continues to shape GCA’s outreach efforts. Her leadership has been pivotal in promoting a vibrant school culture and enhancing brand awareness.

ABOUT OUR HOST

Daniel Casselli is a life-long learner whose passion for education has driven his professional endeavors. He is a former classroom teacher and youth ministry director whose entrepreneurial spirit landed him in the world of education technology. At EVERFI Inc., Daniel helped run the business development efforts for EVERFI’s Financial Education Program and the company was eventually sold to Blackbaud for $750M in 2021. Shortly before EVERFI’s acquisition, Daniel joined Class Technologies as one of the earliest sales hires and went on to lead K12 Enterprise Sales and helped the company land its first 100+ K12 customers across public, charter, and private schools. Daniel brings his unique experiences to BuyQ where he is focused on growth, operational excellence, business strategy, and client satisfaction. He is a graduate of Grove City College where he studied Religion and History. 

You can listen to Charter School Insider: Lessons from the Nation's Top Charter School Operators on your favorite podcasting platform...

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