FLVS.

Florida Virtual School is the nation’s first and largest online public school. While their comprehensive offering of elementary, middle and high school courses had earned steady enrollment rates and global recognition, they struggled to define their messaging. To captivate interest and drive traffic to the information-rich website, the need was recognized to establish a stronger emotional connection with consumers. The strategy centered on the concept that flexibility opens doors to limitless possibilities. Through a robust online campaign, consumers were encouraged to reimagine education, emphasizing that FLVS students have the freedom to learn anytime, anywhere. Leveraging a mix of web video, digital banners, social media, and print collateral, barriers of reluctance were removed while reigniting awareness. In addition to delivering an updated visual identity and voice, a tone was crafted that resonated with students while appealing to every parent's inherent aspiration for their child's success.