Atlanta International School
In early 2017 the Atlanta International School (AIS) decided to add Mandarin Chinese to its language immersion offerings for Fall 2018 and to expand its support programs for heritage languages. The staff had only anecdotal evidence for who their target market for this new program might be. Station16 was contracted to identify the market and devise a plan for reaching them.
Station16 partnered with Helpfully to research the total addressable market, identify the addressable market, and gauge its size.
We developed a multi-pronged plan for promoting AIS’s new programs to the serviceable market. Knowing that the school already has relationships with several international groups in the city, we developed interview guides for school representatives to consult in focus groups, interviews, and informal interactions.
New social and web content ranged from video interviews of AIS families (see below) to creation of the advocacy website Language Immersion ATL. Digital ads on a variety of platforms promoted AIS’s admissions events as well as the language acquisition programs.
AIS’s biggest public event each year is WorldFest, a fair celebrating many cultures around the world, and its timing coincides with the beginning of the school’s admissions season. Station16 provided photo documentation of the event to create visual assets for use in marketing the school to prospective students and families.