Eaton Arrowsmith (EA) is a private school for children with learning disabilities. But unlike other alternative schools, it doesn’t give students workarounds or tools to help them cope with their weaknesses. Instead, it uses the science of neuroplasticity to strengthen children’s brains.
The school has locations in Vancouver, White Rock and Redmond, WA. Its parent company – Eaton Educational Group – operates Eaton Cognitive Improvement centres (for adults with learning disabilities) in Vancouver and Redmond. It also has an enriched school – Magnussen – for children who benefit from individualized learning plans.
The Arrowsmith Program was developed by Barbara Arrowsmith-Young and has helped students strengthen their brains for more than 35 years. Howard Eaton established EA in 2005 to bring this unique program to Vancouver. Since then, the school has expanded and changed the lives of students from around the world.
Eaton Arrowsmith approached Curve Communications in December 2014. At the time, Eaton Educational Group had five websites – EA, ECIC, Magnussen, Eaton Arrowsmith Academy in Redmond, and Eaton Educational Group. All had different branding, resulting in confusion as to how the schools related to each other.
Managing these sites also created a lot of extra work for the client, who had to update five different sites every time something changed. The EA website, in particular, became a content dumping ground. It was difficult to navigate and hard for prospective parents and students to understand what the school offered. The sites just didn’t reflect the inspiring, nurturing environment that the Eaton Educational Group provides for students with learning disabilities.
Curve was hired to find a solution to the website problem and make it an effective tool for recruiting new students.
We’re expert education marketers. We know how to simplify complicated content and branding to attract new students to schools and education programs.
We’ve worked with Eaton Arrowsmith since 2014. Initially, Curve was hired to sort out a serious case of brand confusion caused by too many websites. At the time, our top priority was to bring all four schools – Eaton Arrowsmith, Eaton Cognitive Improvement Centre, Eaton Arrowsmith Academy, and Magnussen – under one umbrella brand and one website. That meant combining the content of five websites into one without creating a cluttered and confusing user experience.
Curve re-wrote and synthesized copy from all sites. During this process, it was particularly important for us to identify how each school was different. We also needed to clearly explain complicated topics like neuroplasticity and the Arrowsmith Method since both set Eaton Educational Group schools apart from the competition.
We then designed the new website to be user friendly for the various potential site visitors: parents and children with learning disabilities, adults and teens with learning disabilities, parents and children who think outside the box, as well as medical professionals. We accomplished this by having separate portals for each school on the home page with flip boxes that contained information about age ranges and locations.
Curve also suggested renaming Eaton Arrowsmith Academy to Eaton Arrowsmith Redmond. It offers the same programs as all Eaton Arrowmith schools, so giving this location a different name was confusing for prospective families – especially those debating a move to Redmond versus Vancouver.
To pull together the branding, Curve designed modern logos in complimentary colours for the new site’s colour scheme. The logos were different enough to refresh the brand without disrupting the feel that current EA families were used to, which was important for the client.
Given the success of the new Eaton Arrowsmith website, Curve was hired to provide marketing services on a full-time basis. We write monthly blogs for the website, organize traditional media buys, write advertorials, design digital ads, pitch stories to the media, provide general marketing advice and much more. We are part of the EA team.