Charter School Network: Cross-Segment Messaging Strategy

A growing charter school network needed to understand what parents—across different socioeconomic segments—were looking for in schools. Goal: refine enrollment strategy and audience-specific messaging.

Conducted in-depth interviews and focus groups with students and parents across income levels and geographic locations. Conducted in-school interviews with instructors and administrators. Explored decision criteria, concerns about quality, perceptions of charter vs. traditional schools.

Identified diverse decision drivers and messaging that resonates across segments. Informed competitive positioning and audience-specific enrollment messaging. Growth strategy informed by research.