An aggressive acquisition strategy and reinvigorated marketing communications approach yielded two significant outcomes for Frontline Education. First, the company quickly earned recognition as the nation’s leading provider of K-12 HR and administrative software. And, second, it became an award-winning publisher.
For an edtech company, getting into the print business may seem peculiar. Turns out, it is also a smart thought leadership play that allows Frontline to connect with customers on the problems they wrestle with on the daily.
The Line, a twice-yearly print publication, reaches more than 15,000 school administrators, educators, education advocates, academics and think tanks. The publication aims to encourage civil discourse – an outcome needed in education maybe more than anywhere else – by featuring a diversity of education voices from Arne Duncan to Margaret Spellings to the National Teacher of the Year and countless superintendents from cities, suburbs and rural America.
Karma led editorial development including creative and content direction and execution for seven print issues and a website as well as earned and social media strategies. A fine art approach to the publication design both matches the sophistication of the conversation and heightens all the curiosities education should inspire.