K12 Education for Any One

K12 — a publicly-traded, remote-education platform — needed a comprehensive marketing campaign around a simple, memorable slogan to increase brand awareness. The goal was to attract new students and their parents while piquing public interest in the brand and its mission. The ad campaign would take an omnichannel approach and use TV, radio, online, social media, and traditional advertising outlets.

During the development phase, I kept coming back to the idea that this unique tech company was for all kinds of kids with all kinds of backgrounds. It wasn’t necessarily for everyone, but it certainly was for any one. The tagline stuck and quickly became the new slogan of the company’s marketing in all its terrestrial and digital ads. I served as creative director and copywriter for the various ads and commercials as I guided the look, feel, and design of each marketing piece.