Altitude Learning
Branding campaign during pivotal moment in company’s journey
Goals
Altitude Learning, an educator-run startup powering the growing learner-centered movement, collaborated with CB&A during its transition from a B2C to B2B sales model. Formally known as AltSchool, the organization selected and unveiled the new Altitude Learning name shortly before engaging CB&A. Facing a lack of brand awareness and a unique opportunity to be at the forefront of learner-centered education, Altitude Learning sought CB&A’s support in answering two questions: Who are we, and what do we do?
To reach Altitude Learning’s new target audience – school district leaders – and raise awareness about its solutions and services, CB&A generated and executed a three-phase branding strategy that focused on market research, messaging development and rollout.
Brand Messaging
Brand Development
Market Research
Content Marketing
Email Marketing
Strategic Planning
Brand Development
Market Research
Content Marketing
Email Marketing
Strategic Planning
Strategy
- Conducted internal and external stakeholder interviews
- Reviewed market segments for current and emerging opportunities
- Identified and defined stakeholder audiences
- Developed brand owner’s guide
- Conducted workshop to introduce final brand messaging to Altitude Learning staff, partners, board members, customers and other stakeholders
- Supported brand rollout by drafting website copy prior to the launch
- Promoted new brand with marketing and sales content assets
Results
Through in-depth research, strategic planning and close collaboration, CB&A executed the rebranding process by providing a highly detailed brand guide to meet the needs of Altitude Learning’s internal and external stakeholders. To facilitate this process, CB&A conducted internal and external research to identify current and emerging opportunities. After presenting research findings to Altitude Learning’s leadership team, CB&A provided an in-depth messaging framework via a brand owner’s guide. Finally, to help Altitude Learning rollout its refreshed messaging and debut its solutions and services, CB&A developed marketing communications, which included website and email copy and sales collateral.
Content Creation
- 5 New Site Pages
- Brand Owner’s Guide
- Company-Wide Marketing Communications Collateral
- 5 Sales-Enablement Infographics
12
INTERNAL AND EXTERNAL STAKEHOLDER INTERVIEWS
2
VIRTUAL FOCUS GROUPS
Testimonials
Altitude Learning
“As we prepared for a new year at Altitude Learning, our team reflected back on all that we had accomplished during the first six months as this new company, and it was a lot! We start off the new year recharged, with momentum, and in a great position to tell and share our story of how we partner with schools and districts across the country to accelerate their shift to learner-centered education. We are all grateful for CB&A’s work, support, and partnership to help us get to this point in our brand journey. We, too, are proud of what we accomplished together!”
