Robinson / Scholastic Objectives

Norfolk, Connecticut // Re-establishing a Brand

The Challenge

An educational consulting team relaunch with gusto.

The husband and wife team of Robinson/Scholastic Objectives set the industry standard for the services they provide, which include counseling teens and young adults on an academic path as well as how best to match their talents with a strong life path. With dozens of years of combined experience, the couple needs to stand out. But their brand was lost in an earlier time.

The team approached us to completely revamp the brand and prepare it for relaunch—including website overhaul—preceding an ongoing relationship between our two firms to support them with visibility on social media, email marketing, content development, and the like.

Brand Brief

The Strategy

Beginning with a series of brand consulting sessions, we helped fine-tune the direction of the brand, its value, and its target audience.

We then delivered a brand brief outlining the following:

  • Value proposition
  • Key stakeholders
  • Core purpose
  • Vision statement
  • Primary & secondary target audiences
  • Similar organizations
  • Brand attributes
  • Positioning statement
  • Audience attributes

Education brand stationery
Education brand stationery

The Reboot

We performed extensive market research to help the couple to project a better structured, sophisticated brand voice with a modern visual style, more applicable to the Gen Z audience they’re trying to attract.

Moving then into brand identity, we consulted on the design of a new logo and created business cards and stationery.

Education brand website redesign
Education responsive website

The Execution

We launched a fully responsive e-commerce membership website to serve the needs of 21st-century families. The site features bold messaging, clear packages and service descriptions, intake forms, and account / online purchase capabilities for payment plans, integrated with PayPal and Mailchimp.

As official Mailchimp Agency Partners, we also integrated the website with Mailchimp email automation. When a new client is entered into the system, they are automatically sent email followup to confirm their membership and collect payment. We developed list and group structures, as well as email templates.

For launch, we prepared a number of messages and graphics to be used on various social media platforms and in email marketing going forward. We worked with the client to build an introductory promotion and coupon codes to generate more leads, as well as to pivot off her existing list to generate more referrals via email marketing.