CASE STUDY:
Admiral Farragut Academy

Admiral Farragut Academy’s Marketing Challenges

• Prospective parents that had inaccurate perceptions of “military boarding schools.”
• Admiral Farragut Academy (AFA) had a weak online presence, which was causing them to get conversions that were not qualified. Many parents applying for them to “fix” their children, where AFA will only accept students who want to be at the school.
• Content was lacking organization and focus, causing the vision of AFA to be lost.
• Pages and content of the site were not following SEO best practices due to unfriendly URL names and lack of semantic structure.

Methodology Used to Determine Farragut’s Marketing Position

The process started with research and discovery at AFA. These interviews aided the contextual design of the brand elements, history, and revealed pain points. A few of the struggles were AFA having a rich history that was not being highlighted and conversions that were not qualified. This process led us to creating a core theme for AFA: “Only at Farragut”

Strategy and Approach

Create a clear path for prospective students and parents to access information as well as enroll through an integrated admissions process. The approach was to invoke emotion and show the experience of AFA, while still aligning with the mission of the institution: Admiral Farragut Academy provides a college preparatory environment that promotes academic excellence, leadership skills, and social development within a diverse community of young men and women.