The Lawson Academy
The Lawson Academy is a partnership of three schools in Houston that faced the challenge of gaining buy-in from educators and families due to a new, unfamiliar education model. Solace Media created a comprehensive Messaging Guide, enabling clear communication with both staff and parents.
The Challenge
The Lawson Academy is a partnership between three community-driven schools in Houston: a preschool, an elementary and middle school, and a high school.
Each institution was working harder than they needed to recruit students, build trust with families, and raise money. A partnership was formed that combined the three schools: achieving stable funding for each institution and a 100% free cradle-to-career educational journey for families.
This partnership follows the “Community School” model: where teachers, families, students, and the community work together to holistically support students and families, in and out of the classroom.
The Solution
The Lawson Academy’s new partnership model was unfamiliar to many families and staff members, making buy-in and enrollment a challenge. We collaborated with leaders from all three institutions and developed a comprehensive Messaging Guide to promote the partnership both internally and externally.
Through collaboration with leaders from each institution, we created a comprehensive Messaging Guide to equip The Lawson Academy to promote this partnership both internally and externally.
The Messaging Guide included:
- Stakeholder research of staff and parents
- Brand narrative variations for a variety of platforms and contexts
- Clear audience personas based on real-life survey data
- Brand voice guidelines for a cohesive tone between the three institutions
- Uniqueness statements to differentiate this partnership from similar schools or partnership models
The Results
Equipped with their Messaging Guide, The Lawson Academy was able to successfully onboard current educational staff at each institution and earn consistent enrollments from families in the Greater Houston area.
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The Lawson Academy's Messaging Guide helped them earn staff and parent buy-in for their transformational education model. What could be possible for your organization?