“We
needed an agency partner that understood our strategic and brand goals,
but that also had a superior knowledge of our target audience: teens
and their parents. We chose the Overland Agency because they brought
all that to the table.”
Diane Ziel, Marketing Manager
KC Distance Learning, Inc.
Client:
Established
in 1974, KC Distance Learning, Inc. (KCDL) is the world’s leading
provider of distance-learning programs for high school students,
offering not only core curriculum but Honors and Advanced Placement
courses. Their Keystone National High School is one of the most
established distance-learning high schools in North America, having
served more than 200,000 students globally in the past 30 years. KCDL
uses distance learning to bring quality educational opportunities
within a broad range of students.
Challenge:
To extend
their message to parents and prospective students, KCDL needed an
innovative way to present their award-winning distance-learning program
at Keystone. They wanted interactive tools and marketing materials that
set their brand apart and presented sample courses, student
testimonials, and information about admissions requirements. Keystone’s
existing branding, however, did not represent their leadership in their
segment of the education industry. With an in-depth understanding of
the teen-parent relationship dynamic from past pro bono work, the
Overland Agency commenced to reinvigorate Keystone’s presence and
create collateral that would engage both parents and students.
Solution:
Overland
refreshed Keystone’s image by creating a new look and feel consistent
across the sales brochure, course catalog, and enrollment materials.
The interactive demonstration—which can be shared online or via CD, and
is played at trade shows—is an easy-to-understand, action-driven piece
that supports their brand and generates leads. Each of these elements
supports the core messaging that parents can help provide their
children optimal life opportunities with an educational foundation of
Keystone’s quality.
Result:
The new marketing
collateral has enhanced KCDL’s competitive edge: The interactive demo
has proven an effective sales tool, driving potential parents and
students to contact KCDL for more information. The piece was integral
in showcasing the company’s rich, comprehensive programs, and it was
also vital as a unifier among their revamped brand. KCDL continues to
enjoy thriving enrollment.
This project won:
2006 International Davey Awards: Silver Award for Print and Collateral