Penn Woods Classical Academy
Turning educational philosophy into creative that connects with families.
Scope: Creative Strategy · Marketing Strategy · Brand & Messaging · Campaign Development · Paid Media · Website · SEO/GEO/AIO · Print
The Challenge 🤨
PWCA had a strong mission, a clear educational philosophy, and a compelling point of difference.
What it needed was additional strategic and creative capacity to bring those strengths into the market consistently.
With a lean team managing a wide range of school priorities, marketing opportunities could be difficult to approach proactively. I helped bring more structure to the marketing effort while creating the campaigns, content, and creative needed to support awareness and enrollment.
My Role 🧠
I partnered with PWCA to bring strategic and creative direction to its marketing, helping turn a strong educational philosophy into clear, cohesive communications for prospective families. My work included campaign development, paid media, brand and messaging, website and search, print, and broader marketing strategy.
The Insight 💡
The opportunity wasn’t to convince parents that classical education was valuable. It was to help them see how that kind of education could change their child’s everyday experience.
Parents weren’t necessarily searching for “classical education.” They were thinking about screens, friendships, character, faith, safety, and what kind of childhood they wanted for their kids.
That gave me a clearer creative direction: stop leading with what PWCA is, and start showing why it matters.
The Approach ♟️
I worked across strategy, creative, and execution to make the school's existing brand more useful and consistent in-market.
Research & Strategy
Competitive research across classical, private, and local public schools, along with parent search behavior, Niche data, and the local education landscape.
Paid Media
Developed audiences, messaging, creative, budgets, keywords, deployment, and reporting for Meta, Google, and Niche campaigns.
Brand & Messaging
Helped translate complex educational concepts into accessible, parent-focused messaging while maintaining the school's existing voice and mission.
Website & Search
Managed website updates and improvements, supported UX and conversion opportunities, and developed SEO/GEO/AIO content to improve search and AI visibility.
Creative
Designed digital ads, print ads, website graphics, and other marketing assets to create a more cohesive visual presence.
The Execution 🎨
I carried the strategy through the full marketing mix, translating the core message into digital campaigns, print, website content, search, and other enrollment touchpoints. The goal was a cohesive experience wherever prospective families encountered PWCA.
Tuesday Tour Meta Ad
I developed the creative and managed a Meta campaign promoting Tuesday Tours, using short-form video to make visiting PWCA feel like an easy next step for prospective families.
32.6K impressions · 20.1K reach · 1,073 link clicks · 3.3% CTR · $0.47 CPC
Tuesday Tour Postcard
Created a targeted postcard campaign designed to build awareness of PWCA among families in key local communities and demographic audiences, extending the school’s enrollment messaging beyond digital channels.
Niche Advertising
Developed two targeted Niche campaigns using different parent-centered messages: “Seats Are Filling” created urgency, while “See Why Parents Switched” used social proof to address a key question for families considering a change.
54.7K impressions · 787 clicks · 1.44% combined CTR
Both campaigns exceeded Niche’s typical 0.6–1.0% CTR benchmark.
The Result 📈
Seats Filled
The work helped PWCA build a more consistent, parent-centered marketing presence while reaching more families across digital and traditional channels.
During the first year of this work, PWCA doubled enrollment.