For this video campaign, we targeted a joint audience of parents with middle and/or high school students, along with K-12 educators — particularly school decision-makers like superintendents, principals and other administrators. Our team conceptualized and developed a video campaign that ran on Facebook, Instagram and True View for Action. Each video utilized a series of engaging, relatable scenarios that aimed to raise awareness about the perks of enrolling in Horizon and the types of students who would benefit most from its offerings, including those in need of flexible credit recovery opportunities, students with niche interests or career goals (like game development and archaeology) and folks who frequently travel for extracurricular activities but don’t want to fall behind. They also inadvertently debunked any myths, misconceptions and inaccurate beliefs that these audiences may have about online learning in general, but especially about Horizon: Digitally Enhanced Campus. By showcasing a classroom full of students and with a teacher present, we subtly communicated that students enrolled in Horizon will enjoy the best of both worlds: the perks of the on-campus experience plus the chance to supplement their brick-and-mortar classes with flexible, online coursework (each with an involved teacher of record) that can help them catch up where they’ve fallen behind, test the waters of various areas of study and set their transcripts apart.

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