GOAL Academy

OVERVIEW:

A blended learning high school, GOAL Academy, based in Pueblo, CO, serves students who find traditional schools may not be an ideal fit or who aren’t being well-served in their home districts. The school combines online education with "drop-in" sites in 32 Colorado cities. A relatively new institution, GOAL Academy worked with Comcast Spotlight to educate students and families about school choice and the options available to them.

STRATEGY:

GOAL Academy's primary audience is young adults age 14-20, with a secondary focus on parents of high-school aged children. Because the school serves students across the state, it worked with Comcast Spotlight to deliver advertising in areas where there was a need and opportunity to grow its presence.

Television advertising focused on networks that addressed many students' interests: music, entertainment and sports. The plan included channels like ABC Family, BET, CMT, Comedy Central, E!, MTV, NFL Network, Spike and TBS.

In-banner video advertising on Xfinity.com was a natural fit for a primarily online school, reaching students and families as they researched educational options, with the ability to connect those consumers directly to the school's website to learn more.

SUCCESS:

Targeted multi-screen advertising helped GOAL Academy achieve its objective of increasing enrollment, with a year-to-year increase of 400 students, enabling the school to reach its enrollment target of 3,200 students.

Back to top