Pathways in Education (PIE) is a network of public, tuition-free schools designed for students who thrive outside of traditional classrooms.
Website Design
Branding
Wireframing/Prototyping
Copywriting
Content Marketing
Social Media
Figma
Canva
Hubspot
Wordpress
Pathways In Education (PIE) needed a refreshed brand presence and enrollment strategy to better connect with prospective students and families while modernizing their digital and physical marketing channels.
Although PIE offered unique programs tailored to diverse student needs, their marketing assets and enrollment journey were fragmented. The brand lacked a unified, compelling story across channels, and prospective students had difficulty understanding the program benefits or how to enroll.
Key challenges included:
1. Outdated website design with unclear calls to action.
2. Limited visibility in both digital and physical spaces.
3. A lack of authentic storytelling to connect with prospective families.
4. Inefficient sales funnel for driving student enrollment.
I collaborated with PIE’s leadership team (Principals) and their Charter Management Group (PMG) to deliver a holistic brand and enrollment redesign that spanned both digital and traditional advertising, which included Website Redesign, Advertising & Copywriting, and Funnel Optimization.
Program Features: Introduced a dedicated section highlighting key offerings, ensuring students and families could quickly understand what makes PIE unique.
Embedded Blog: Built a content hub with ongoing articles to educate and engage students beyond the basics.
Student Testimonials: Wove authentic student stories throughout the site to inspire and build trust.
Enrollment Process Outline: Crafted a clear, step-by-step guide with strong calls to action, turning the site into a powerful enrollment driver
Out-of-Home Campaigns: Wrote compelling copy for window wraps, billboards, bus ads, and flag poles that increased visibility in local communities.
Radio Ads: Developed scripts that highlighted PIE’s mission and student success stories.
Digital & Organic Social Ads: Produced copy for targeted campaigns that reinforced the brand’s credibility and supported lead generation efforts.
Redesigned the sales funnel to ensure a smoother journey from awareness to enrollment
Unified messaging across channels to provide consistency and build trust at every stage.
The refreshed marketing approach elevated PIE’s visibility and strengthened its enrollment pipeline. Outcomes included:
Students are using the calendar/"schedule a tour" link. I have a tour scheduled for next week from it :)
- Steffany, Enrollment Lead
The PIE website designs look amazing, green light on our end.
- Sheldon, Principal
This project demonstrates how integrated marketing—spanning website, content, advertising, and funnel design—can transform how a school communicates its value and drives enrollment. By aligning creative storytelling with clear strategy, Pathways in Education now has a stronger foundation to connect with students and support its mission.
School marketing is holistic.
Effective enrollment marketing requires close collaboration across operations, sales, and enrollment teams. With smaller organizations, these roles often overlap, so marketing strategies must be designed to support real-world field needs, not just high-level brand goals.
Messaging must match field realities.
While “Enroll Now” felt specific and action-oriented from a marketing perspective, the field revealed that families interpreted it as an automatic enrollment step. By adjusting language to “Get Started” and clarifying the process, we created messaging that was both accurate and user-friendly.
Iteration is essential.
Marketing strategies aren’t one-and-done. Testing, collecting feedback, and refining messaging, CTAs, and funnels was critical to improving clarity and increasing conversions.
Authenticity drives connection.
Student testimonials and real stories proved far more effective at building trust than generic promotional copy, reinforcing the importance of authentic content in education marketing.
Integrated campaigns amplify results.
By aligning website, ads, and enrollment processes under one consistent narrative, we ensured every touchpoint supported the same goal: making it easy for students and families to say yes to Pathways.
