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Alpha Schools Marketing Improvements

Date: May 20, 2025
Based on: Conversation between Gary Sheng and Mackenzie Price
Follow-up Meeting: May 22, 2025, 9:00 AM at Joe's Coffee

Current Marketing Issues​

Digital Presence Problems​

  1. Google Maps Listings

    • Alpha Miami not appearing correctly on Google Maps for over a year
    • GT School likely not appearing on Google Maps
    • Appears to be a systemic issue across all Alpha locations

  2. Website Deficiencies

    • Alpha High website described as "terrible" and in need of complete rebuild
    • Alpha.schools lacking clear conversion paths for interested visitors
    • No phone number for high-value prospects to call
    • Link tree overwhelming with too many options, no clear next steps
    • No systematic way to capture interest and convert to tours

  3. Agency Relationship Issues

    • Proto consulting firm described as "terrible" for marketing messaging
    • Jason Applebaum (hired by Proto) viewed negatively by leadership
    • Current agency team promised to fill schools but delivered zero results
    • Agency team reduced from four to two members after best members left
    • Resistance to external help and expertise

Strategic Opportunities​

June 14th Parent Event​

  • Block party format to create social proof and community momentum
  • Focus on encouraging parent friend groups to attend together
  • Include school tours as part of the event
  • Opportunity to showcase Alpha's educational approach to large group
  • Metric of success: "every parent talking about Alpha"

Website & Digital Improvements​

  • Add clear phone number and contact information for interested prospects
  • Simplify link tree with unambiguous next steps
  • Rebuild Alpha High website with conversion-focused design
  • Ensure all schools properly registered on Google Maps
  • Create direct path from Mackenzie's content/videos to enrollment process

School Launch Approach​

  • Secure location, guide, and other logistics before announcing new schools
  • Focus on building critical mass of interested families (ideally 50+ students)
  • Target cities with appropriate demographics that "can afford an Alpha"
  • Create compelling community events to build interest in advance
  • Develop strategies to overcome parent hesitation about being "first movers"

Resource Opportunities​

Gary's Network​

  • Social media expertise (e.g., contact who managed Jennifer Lopez's social media)
  • High net worth individuals in New York for Alpha NY enrollment
  • Potential celebrity connections for specialty schools (mentioned Michael Phelps, Tom Brady)
  • Experience with event planning and community building

Effective Alpha Resources​

  • Mackenzie's podcast and personal brand
  • Jay Lyons (Mackenzie's social media manager)
  • Potential faith-based connections (e.g., Whitestone Church)
  • Tasha Arnold's team for operational execution

Next Steps​

  1. Short-term Fixes

    • Immediately address Google Maps listings for all schools
    • Add direct phone number to Alpha.schools website
    • Simplify conversion paths from online content to tours/enrollment

  2. Medium-term Improvements

    • Complete rebuild of Alpha High website
    • Develop systematic approach to parent engagement and tour conversion
    • Create compelling content specifically about Alpha High (beyond Al and Flo)

  3. Strategic Planning

    • Assess marketing leadership and agency relationships
    • Evaluate transition from Proto/Jason to more effective resources
    • Develop cohesive marketing strategy aligned with Joe's vision but addressing current gaps

  4. Follow-up Discussion

    • Review these points during May 22nd meeting with Mackenzie
    • Determine concrete action items and ownership
    • Establish metrics for marketing effectiveness