We began working with the Association of Christian Schools International (ACSI) two years ago, refreshing their brand and creating a communication strategy for them. Founded in 1978, ACSI equips Christian schools and educators worldwide with programs, services, professional development, accreditation, and advocacy. They currently serve 24,000 schools in over 100 countries, including 3,000 U.S.-member schools.
Kumveka’s research data identified that ACSI’s primary audience—heads of schools—were overwhelmed by the amount of communication they received. So we championed a new communication strategy: listen more, say less.
To do this, we began by reforming their internal marketing request process, limiting the volume of external communication, and improving the clarity and consistency of ACSI’s messaging.
A key part of the process is a Marketing Consult on high priority projects, provided by Kumveka’s strategy team. The outcome of the consult is a Strategy Brief that guides the creative work and results in stronger communication that better serves their audience.
- A clear process map for marketing staff to produce creative work for ACSI
- A clear point of contact for creative requests
- Strategic investment in high priority projects
- Creative capacity support from Kumveka to expedite production
- A clear call to action on all creative pieces
Next, we overhauled ACSI’s monthly email communication to heads of school, formerly known as the Communicator and now named Snapshot. Previously, it contained a significant amount of information, making it difficult to read and process. It also got lost in the shuffle of other email communication coming from ACSI. By helping the Snapshot say less and ACSI listen to their audience more, the strategy ensures they communicate the right information at the right time.
While the data is still preliminary, early results show an increase in both email open rates and click-through rates on the links included in each Snapshot.
Leadership Development International (LDi) was the very first client we ever served, and over the years it’s been a privilege to work with them on a number of projects. Their focus is leadership development and education in China—where they operate a network of seven international schools known as International Schools of China (iSC)—and the Middle East.
Most recently, we developed a messaging strategy and refreshed creative materials for recruiting teachers, including banners, booth graphics, and brochures to use at the recent Urbana Student Missions Conference and as they visit colleges and career fairs throughout the U.S.
Our strategy team began by recommending LDi make iSC their primary focus of communication to recruits. This helped make what they offer simple and straightforward. Then we identified two clear messages, or promises, for them to communicate:
- We offer a chance to combine your ministry and your profession.
- We will care for you professionally and personally.
Those messages are bolstered by proof points and calls to action that help potential recruits identify what makes iSC a good fit for them and the work God is calling them to.
Using the strategy as a foundation, the creative team developed visuals and messaging that highlight iSC’s promises, proof points, and calls to action. We also partnered with Silent Images to create a video featuring iSC teachers that showcases the work in action. The new materials strengthen their message and ability to speak to the needs of recruits.