Epic is Oklahoma’s fastest-growing educational group. As a consequence, it has not only attracted a legion of loyal supporters, students, and families, but also detractors within the media and the public education system from which Epic has sourced a large number of students seeking a more effective provider. AiAdvertising was engaged by Epic to help better understand public attitudes towards charter schools and towards the Epic brand, as well as to help to promote Epic’s core values and to dispel any falsehoods or misconceptions around its increasingly popular education model.

OBJECTIVES

SOLUTIONS

RESULTS

Epic Charter Schools is Oklahoma’s leading charter school group, providing a blended model of online learning and one-to-one instruction to students statewide.

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RESULTS

SOLUTIONS

SOLUTIONS

OBJECTIVES

Ai Advertising – Case Study - Epic Charter School

Gesture

Epic is Oklahoma’s fastest-growing educational group. As a consequence, it has not only attracted a legion of loyal supporters, students, and families, but also detractors within the media and the public education system from which Epic has sourced a large number of students seeking a more effective provider. AiAdvertising was engaged by Epic to help better understand public attitudes towards charter schools and towards the Epic brand, as well as to help to promote Epic’s core values and to dispel any falsehoods or misconceptions around its increasingly popular education model.

Epic Charter Schools is Oklahoma’s leading charter school group, providing

a blended model of online learning and one-to-one instruction to students statewide.  

To better understand the public’s views of charter schools, with respect to the Epic brand specifically.

To promote awareness of Epic’s mission and to dispel any misconceptions.

To improve public sentiment around Epic’s unique educational offering.

UNDERSTAND

PROMOTE

IMPROVE

Objectives


AiAdvertising deployed its Ai Ad Platform and unique process to address these objectives. Here are the elements that yielded the desired results.




SOLUTIONS

I.

DATA INSIGHTS

Backed by behavioral psychology, our research process leverages data and provides a rich level of statistical depth and reporting. Our research fuses traditional best practices deducing attitudes, emotions, language, and opinions from data sources like our client’s customer data, their customers’ social media activity, customer and product reviews, plus brand and product specific micro and macro trends.

For Epic, we designed and executed a short mixed method survey (online and via phone), mixing qualitative and instruments, in order to understand key audience groups and how to effectively communicate with them pursuant to their various experiences and opinions.

II.

PERSONA DEVELOPMENT

At the core of the Ai Ad Platform are the personas that it creates and recommends. The behavioral identities are developed to solve for who we should be talking to, how to communicate with, and the mediums most likely to drive a meaningful action. Using our proprietary clustering and behavioral techniques, we are able to create more efficient, targeted, and focused audiences that mimic our clients most frequent and profitable customers.
    

For Epic, personas were developed from audience segments created based on in-depth research, analysis of client-side data, and individuals’ specific interests and behaviors.

ADVERTISING ACTIVATION

Our omni-channel activation offers dynamic technology and the latest innovations in targeted advertising on computer, mobile, smart TVs and digital out-of-home screens.

For Epic, AiAdvertising ran state-wide targeted digital campaigns across a variety of online media platforms, addressing specific audience segments with content relevant to their identified interests and proclivities. Using a media mix that speaks to the platform preferences of each persona, AiAdvertising activated a variety of channels including Search, Facebook, Instagram, Spotify, Native, Connected TV and others. A combination of tailored language and imagery were used and then creative was updated to reiterate the most relevant messages and platforms.

III.

IV.

MEASUREMENT & INSIGHTS

The Ai Ad Platform offers interactive dashboards that provide full transparency into each campaign and its success. The dashboards provide a breadcrumb trail between ad creative and tangible results giving our customers the knowledge and insights to make more informed decisions.

For Epic, we designed and executed a short mixed method survey (online and via phone), mixing qualitative and instruments, in order to understand key audience groups and how to effectively communicate with them pursuant to their various experiences and opinions.

AiAdvertising was hired to improve the public perception of Epic Charter School's brand and the charter school educational approach that serves the state's citizens.

RESULTS

Epic achieved a 9% gain in positive sentiment towards its brand and approach

Epic reduced negative sentiment toward charter schools and its own brand by 12%

INCREASED POSITIVE SENTIMENT

REDUCED NEGATIVE SENTIMENT

Epic saw a 10% lift in positive stories about its brand, with an all-time high of 46%, and at the same time a nearly 20% reduction in perceived negative stories on charter schools, which is now at an all-time low of less than 30%

INCREASED POSITIVE SENTIMENT

ALL USERS

NEW USERS

OVERALL, EPIC'S PERFORMANCE FOR NEW TRAFFIC AND ENGAGED USERS HAS SKYROCKETED COMPARED TO THE PRIOR YEAR.

WORKING WITH AIADVERTISING IS MORE THAN JUST A TRANSACTION, IT’S A PURE PARTNERSHIP. THEIR TEAM IS NOTHING LESS THAN EXCELLENT IN THEIR EXECUTION, COLLABORATIVE IN THEIR CREATIVITY AND PASSIONATE IN THEIR PURSUIT OF RESULTS FOR THEIR CLIENTS. WHEN WE FIRST STARTED WITH AIADVERTISING WE WERE HESITANT AS IT WAS OUR FIRST TIME WORKING WITH AN EXTERNAL AGENCY, BUT AFTER OUR FIRST PROJECT WE KNEW IT WAS A FIT. NOT ONLY DID WE SEE INCREDIBLE RESULTS (25% INCREASE IN EVENT ATTENDANCE YEAR OVER YEAR), BUT THEIR INVESTMENT INTO US AS A CLIENT AND BRAND WAS EXCEPTIONAL. FROM THE FIRST KICKOFF MEETING, THEY WERE ALL IN AND FULLY SURRENDERED TO ACHIEVING THE RATHER LARGE (AND QUICK) GOALS SET. SINCE THEN, THEY’VE GONE ABOVE AND BEYOND IN THEIR APPROACH TO ENSURE OUR GOALS AND EXPECTATIONS ARE EXCEEDED. 10/10, I WOULD HIGHLY RECOMMEND AIADVERTISING”... BUT ONLY IF YOU’RE LOOKING TO BLOW YOUR GOALS OUT OF THE WATER.

– Mikel Howard, Director of Marketing

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