SUCCESS STORY:
Philadelphia Academies, Inc.'s New Strategy, New Image, New Influence

Challenge:  When Lisa Nutter became Philadelphia Academies, Inc.'s new President, she called on Bower & Co. Consulting LLC to develop a marketing communications strategy.  Despite its reputation across the country for creating an educational model that had national influence since the late 1960s, its hometown reputation needed refreshing. 

Opportunity:  The organization's marketing materials gave some people the impression that PAI was "stodgy" and "not doing anything fresh."  This misperception belied the vibrancy of the Academies' network of business, civic, and educational leaders working together to help Philadelphia public high school students connect with a sense of hopefulness and possibility about their futures.  And they've got results to prove their impact:

• nearly zero percent dropout rates,
• graduation rates 16% higher than students who are not enrolled in Philadelphia Academies' programs,
• 90% of graduates are productively engaged.

Research Bower & Co. conducted uncovered the heart of the problem:

• The Philadelphia Academies hadn't fully understood the value proposition it offered each of its many audiences.  Therefore previous communications materials lacked the engagement with readers that they could have.
• By segmenting audiences and identifying important messages for each, the Academies had the opportunity to deliver more valuable information.  Ultimately modernizing and re-conceptualizing materials, including an identity makeover by graphic designer Michael Nix, would foster greater connections between Philadelphia Academies leaders and its partners in meeting its mission.

Results:

Here's what happened:

"Gail, your work with us is really helping us think more strategically about how we communicate."

   Lisa Nutter, President, Philadelphia Academies, Inc.

• The research gave way to key findings and a revelation of new opportunities.  Working closely with Ms. Nutter and Constance Majka, Director, Communications and Events, along with other staff and board committee members, we explored possibilities together.
• Next, I summarized the findings and recommendations, outlining a communications strategy into a usable plan, with important tools to easily guide the staff and outside resources during implementation.
• Together, we integrated these new ideas and approaches into the Academies' operations. 

"As a novice in the field of communications, I wasn't sure where to start.  Gail has been extremely patient in helping me and is always available for questions as she helps me understand the thought process of looking for communication opportunities."

Constance Majka, Director, Communications and Events, Philadelphia Academies, Inc.

• I coached Ms. Majka in her role executing the plans. Together, with Mr. Nix, we conceptualized a sampling of communications materials, to help the Academies develop its new voice, its capability to convey important information in powerful ways to each audience, and its new look.

"Now, when I read a document, I think about the ways in can be used as a tool to market the Academies.  I have no doubt that these new skills will be a benefit to me personally and to the organization."

Constance Majka, Director, Communications and Events, Philadelphia Academies, Inc.

To learn more about the important work by Philadelphia Academies, Inc., visit www.academiesinc.org.