Background:

NAF is a national education non-profit that brings schools and businesses together to better prepare high school students for college, career, and future success. Our latest initiative, KnoPro.org, is a free online platform designed to prepare students for their future careers through resume-worthy, skill-building projects in partnership with leading companies. We want to scale KnoPro to 100,000+ students and seek support in attracting students and educators to our new platform and guiding them through sign-up and engagement.

Objective:

To increase student engagement and sign-up rates on KnoPro.org by implementing a targeted growth marketing strategy. We seek to partner with a marketing agency or contractor with a strong background in ed-tech and K-12 educational products, capable of delivering a comprehensive plan to boost our brand and user acquisition.

Scope of Work (May Be ReWorked After Initial Discussions of Project Goals):

Market Analysis and Strategy Development:

Review and build on our existing market analysis to identify our target audience, understand their needs, and determine effective channels for engagement.
Develop a strategic growth marketing plan that outlines key initiatives, timelines, and expected outcomes to increase KnoPro.org’s visibility and user registration.

Content Strategy:

Inform content strategy with compelling brand messaging that resonates with our target demographic of students, educators, and parents.

Digital Marketing and SEO Optimization:

Implement digital marketing campaigns, including SEO, PPC, social media advertising, and email marketing, to improve online searchability and drive website traffic.
Optimize website content and structure for better search engine ranking and user experience.

User Experience (UX) and Conversion Rate Optimization:

Analyze and improve the UX of KnoPro.org to ensure a seamless and intuitive sign-up process.
Implement conversion rate optimization (CRO) strategies to increase the number of students completing the sign-up process.

Analytics and Performance Tracking:

Set up comprehensive analytics to monitor and evaluate the effectiveness of marketing strategies and user engagement.
Provide monthly reports detailing website traffic, user behavior, conversion rates, and ROI on marketing activities.

Community Building and Engagement:

Recommend strategies to build an online community of students and educators or tap into existing organic online conversations for increased conversion.

Training and Support:

Provide training to the NAF team on managing and updating website content, as well as using analytics tools to monitor and adjust marketing strategies as needed.
Offer ongoing support and consultation to ensure the sustainability and growth of KnoPro.org’s user base.

Deliverables:

Strategic growth marketing plan.
Enhanced brand messaging and content strategy documentation.
Implementation of digital marketing campaigns and SEO optimizations.
UX and CRO improvement report.
Monthly performance analytics and insights report.
Established online community and engagement plan.
Training materials and ongoing support framework.

Experience:

Experience and success with B2B and B2C ed-tech growth marketing
Experience targeting public high schools in the U.S. (K12 district/school leaders, educators, students, youth-serving organizations, etc.) (strongly preferred)
Can share case studies and referrals from successful K12 marketing campaigns that helped a company or product reach scale or meet growth targets

Proposal Submission:

Interested consultants or small agencies/shops should submit a brief proposal outlining their experience in ed-tech and K-12 markets, previous project examples, and a detailed approach to meeting the objectives of this project scope.

Please also include your project and/or hourly rate expectations. Proposals should be sent to communications@naf.org by Friday, May 3, 2024.

NAF

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Growth Marketing Consultant for EdTech Platform (KnoPro.org powered by NAF)