Key Highlights
- Led qualitative and quantitative research to assess the competitive landscape, determine what families like and dislike about online schooling, what would make them consider a switch, and captured feedback about the new program
- Developed name and brand identity to launch the new 100% online or hybrid learning program from Frisco ISD
- Built a strategic messaging platform and creative campaign to showcase the program’s flexible, student-centered experience
- Executed integrated campaign strategy to increase awareness among families seeking flexible education options
Services
Branding, Brand Strategy, Digital Ads, Email Newsletter, Paid Media, Social Content, Video
Challenge
As high school students invest more time in elite sports, extracurricular activities, jobs to help save for college, or advanced academics to set them apart, the demand for flexible education options are on the rise. With most schools only offering in-person learning, families are often forced to turn online options that don’t feature a hybrid option and are missing the personalization and advanced academics associated with traditional in-person learning.
Frisco ISD is addressing this gap with Frisco Flex, an innovative program offering both 100% online and hybrid options featuring certified Frisco ISD teachers, a structured curriculum, and the resources of an A-rated public school district. Marketwave was tasked with launching the program and showcasing its benefits to families across Texas.
Solution
Through research and strong collaboration with the district, Marketwave developed the go-to-market strategy, ensuring interested families understand its unique benefits and opportunities. Marketwave helped validate the Frisco Flex name and concepted a brand identity and cohesive campaign highlighting the program’s flexibility and focus on individual student needs. Leveraging a paid, earned, shared and owned approach, Frisco Flex is on its way to becoming a top choice for students looking for the best of both worlds – 100% online or hybrid learning all while chasing their dreams.
Results
Now in its first year, the multi-channel strategy has generated more than 32 million impressions and over 5,000 clicks so far – raising awareness and driving new enrollments for Frisco Flex for its inaugural 2026-2027 class.