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.