HUNTSVILLE, AL: Appleton Learning, an academic services company, has chosen Trevelino/Keller to be its first AOR, following an informal RFP process that involved proposals from several other agencies.
Trevelino/Keller's mission with the company is to help it expand from the Southeast markets to other regions of the US, specifically using social media to explain its unique learning techniques.
“The culture of our company is one that has to be comfortable playing in that space because we're challenging the status quo in our industry and we have to be able to reach the forward thinkers, the trendsetters, and the early adopters, and social media is an integral part of reaching that crowd,” said Glenn Clayton, CEO of Appleton.
In addition to being impressed by its franchising expertise, the company selected Trevelino because of its modern way of thinking, Clayton added. Trevelino understands that Appleton's approach with students may be viewed as a “disruptive force” in the educational world.
With a team of three people on the account, the agency is going to use integrated outreach strategies to educate the market about how Appleton is different from “traditional learning companies, like Kaplan and Sylvan,” said Dean Trevelino, principal at the firm.
In addition to informing teachers, students, and parents about Appleton's methods, Trevelino plans on spreading the word about the history of the company and how Clayton is the “quintessential entrepreneur,” Trevelino explained.
After developing outreach on social media platforms, the agency plans to work on long-term initiatives, such as conferences and academic shows. Trevelino will also be helping the company launch at least 30 more company-owned branches, as well as a few franchise branches, over the next three years.
“What excites me about this is that we have such an important message to communicate, not only from our company standpoint but also with what we're trying to do to shift paradigms in the education world and change how people approach learning, and I think Dean and his team are going to give us the resources and extensive expertise that we need to communicate a big message to the right people,” Clayton explained.
Last month, Trevelino/Keller was hired by Health Discovery Corporation to enhance its PR and social media strategies.