Alliance

The Ask 

In the spring of 2023, the Alliance College-Ready Public School system engaged us to help them achieve the following business goals:

1. Create a unified experience in a system that has grown organically over time.

2. Maintain a steady enrollment pipeline at all schools; while increasing numbers at the three high-priority schools

3. Respond to changing demographics in surrounding populations and manage increased competition

4. Shift network-wide priorities to meet the need on the ground in the post-COVID era.

Through learning conversations, we recognized that in order for Alliance to achieve their adminstrative and enrollment goals, they needed to focus first on goal #1: creating that unified system experience. And to do this, they needed to develop a consistent framing to unify messaging across all the schools in their network—specifically reframing the unique strengths of each school, and the system as a whole, as brand value. So this is where we started.

The Approach

When we started our engagement, the Alliance brand story revolved around social impact and transformation at the community level. But through our research, we learned that prospective students, families, and staff were more interested in other areas of impact—particularly individual transformation.

Given the changing marketplace, we proposed shifting their audience focus from demographics to psychographics — and defining the audience by what they’re looking for in a school experience.

The Original Story: The Alliance network’s messaging focuses on their greater impact on society; leaving the actual audience experience up to each Alliance school to define. Without cohesive brand language, the network remains disconnected.

Our Strategy: Focusing on the audience experience without losing sight of social impact, by leading with how the Alliance mission comes to life on a daily basis. By addressing the tangible ways that Alliance schools set LA’s youth up for success, we could help them build relationships with staff, families, and scholars, unify their messaging, and become relevant to a wider range of prospective students.

The Story—Reframed: Defining the uniquely Alliance audience experience as one that celebrates individuality — both of the students and of each school. And reframing that as your competitive value.

The Story—Expanded: We knew being mission-driven makes Alliance who they are — and that shouldn’t change. Rather, we suggested adding a layer of messaging that shows the connection between the Alliance everyday experience at the individual school level and their larger social impact. Ultimately, this is what prospective families are looking for.

The Story—Shared: When we use messaging to prove this unique, shared approach to education, the Alliance brand becomes more trustworthy and enticing in the eyes of prospective students and educators. And this sets up each of your schools to act as a brand ambassador — as they tell their own stories, they will also be telling Alliance’s.

The Messaging

What follows is a succinct guide to bringing this new approach into Alliance messaging for internal and external audiences.

Messaging Pillars | We start with messaging pillars that are designed as pointers to help the communications team universalize the Alliance story and keep communications cohesive across their entire network: 

Flip the focus: While our impact on the educational landscape of Los Angeles is powerful, it’s the audience experience that ultimately attracts prospects. By flipping the focus from why our approach matters (impact) to what actually defines it (experience), we create a compelling student-centric message. From intimate classroom settings to engaged teachers and college counseling support, what we provide on a daily basis helps students thrive in the classroom and beyond.

Own our strengths: The Alliance educational model is equitable, inclusive, and recognized nationally as highly effective. One reason for our success is the way we celebrate the individual experience at every level – from our students, to our families, and the schools within our system. Let’s make that a part of our story. Promote what we have achieved while continuing to show up for young learners across Los Angeles. Own our strengths and take pride in our success.

Redefine readiness: We know that a holistic education is more than just developing academic skills and gaining admission to college. It’s an opportunity for students to build confidence, develop interpersonal skills, and chase their curiosities. We can use our new messaging to redefine what we mean by ‘college ready’ and show prospective students that the support we offer to them is designed to pay off, far beyond the classroom. This language resonates with learners who are still figuring out what they want for their future.

Ground in community: The Alliance experience is defined, in many ways, by the diversity of cultures, racial identities, histories, and languages that make up our community. We ground in community because communities are about belonging, about being part of something bigger than yourself, and finding respect with people who care about you as an individual, not just another student or teacher lost in a school system.

Assess your audience: This may sound obvious, but it’s often overlooked. This refreshed messaging will help us unify a unique and relevant brand. But it doesn’t call for a singular, lock-step approach to telling your story. Assess your audience; when talking to stakeholders and authorizers, we could push forward the social impact, but when speaking to individual families or inspiring staff, highlighting the everyday experience is more relevant. We have the flexibility to bring as much of the new framing as the situation calls for.

Core Messaging | A three-level shorthand that makes it easy to explain what you do, how you do it, and why it matters.

What We Do: For nearly 20 years, Alliance Public Schools has provided LA County youth a learning experience like no other. As one of the largest public charter school networks in Los Angeles, we employ an inclusive educational model built on community and belonging. Our balance of rigorous academics and individualized social-emotional support sets up our scholars for lifelong success. We don’t just teach young minds, we shape them.

How We Do It: Serving some of LA County's most diverse neighborhoods, Alliance is tuition-free and welcomes all youth, regardless of their income, race, or citizenship status. We offer a safe, healthy environment where young adults can make the most of their education. Through close student-teacher relationships, personalized support, and small classroom settings, our scholars build both academic and critical-thinking skills while connecting to their own cultural identity. Our goal isn’t just to prepare youth for college — but to help them create a thriving future.

Why It Matters: The Alliance experience is about more than earning a diploma. Our curriculum inspires scholars to give back to their communities and grow into upstanding adults. By creating life and leadership opportunities for all enrollees, we meet the educational needs of LA County's increasingly diverse population. No matter who you are or what you're looking for, there is a place for you at Alliance. And that’s how we close the achievement gap and improve education for the future.