Growth Marketing Consultant for EdTech Platform (KnoPro.org powered by NAF)

Background: 

NAF is a national education non-profit that brings schools and businesses together to better prepare high school students for college, career, and future success. Our latest initiative, KnoPro.org, is a free online platform designed to prepare students for their future careers through resume-worthy, skill-building projects in partnership with leading companies. We want to scale KnoPro to 100,000+ students and seek support in attracting students and educators to our new platform and guiding them through sign-up and engagement. 

Objective: 

To increase student engagement and sign-up rates on KnoPro.org by implementing a targeted growth marketing strategy. We seek to partner with a marketing agency or contractor with a strong background in ed-tech and K-12 educational products, capable of delivering a comprehensive plan to boost our brand and user acquisition. 

Scope of Work (May Be ReWorked After Initial Discussions of Project Goals): 

Market Analysis and Strategy Development: 

• Review and build on our existing market analysis to identify our target audience, understand their needs, and determine effective channels for engagement. 
• Develop a strategic growth marketing plan that outlines key initiatives, timelines, and expected outcomes to increase KnoPro.org’s visibility and user registration. 

Content Strategy: 

• Inform content strategy with compelling brand messaging that resonates with our target demographic of students, educators, and parents. 

Digital Marketing and SEO Optimization: 

• Implement digital marketing campaigns, including SEO, PPC, social media advertising, and email marketing, to improve online searchability and drive website traffic. 
• Optimize website content and structure for better search engine ranking and user experience. 

User Experience (UX) and Conversion Rate Optimization: 

• Analyze and improve the UX of KnoPro.org to ensure a seamless and intuitive sign-up process. 
• Implement conversion rate optimization (CRO) strategies to increase the number of students completing the sign-up process. 

Analytics and Performance Tracking: 

• Set up comprehensive analytics to monitor and evaluate the effectiveness of marketing strategies and user engagement. 
• Provide monthly reports detailing website traffic, user behavior, conversion rates, and ROI on marketing activities. 

Community Building and Engagement: 

• Recommend strategies to build an online community of students and educators or tap into existing organic online conversations for increased conversion. 

Training and Support: 

• Provide training to the NAF team on managing and updating website content, as well as using analytics tools to monitor and adjust marketing strategies as needed. 
• Offer ongoing support and consultation to ensure the sustainability and growth of KnoPro.org’s user base. 

Deliverables: 

• Strategic growth marketing plan. 
• Enhanced brand messaging and content strategy documentation. 
• Implementation of digital marketing campaigns and SEO optimizations. 
• UX and CRO improvement report. 
• Monthly performance analytics and insights report. 
• Established online community and engagement plan. 
• Training materials and ongoing support framework. 

Experience: 

• Experience and success with B2B and B2C ed-tech growth marketing  
• Experience targeting public high schools in the U.S. (K12 district/school leaders, educators, students, youth-serving organizations, etc.) (strongly preferred) 
• Can share case studies and referrals from successful K12 marketing campaigns that helped a company or product reach scale or meet growth targets 

Proposal Submission: 

Interested consultants or small agencies/shops should submit a brief proposal outlining their experience in ed-tech and K-12 markets, previous project examples, and a detailed approach to meeting the objectives of this project scope.  

Please also include your project and/or hourly rate expectations. Proposals should be sent to communications@naf.org by Friday, May 3, 2024.