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Kelly Davis

Background​

  • EdTech Consultant focused on Brand Strategy.
  • Works remotely, based in Portugal.
  • Engaged by the Alpha ecosystem to help manage brand consistency across its expanding network (7 brands, 6+ schools, virtual schools, Future of Education/Mackenzie's brand).

Role & Responsibilities within Alpha Ecosystem​

  • Charged with creating brand consistency and aligned messaging across all Alpha entities.
  • Works with the internal marketing team (described as 50+ people, including heads of schools and specialized teams like thought leadership/events).
  • Identifies content gaps, particularly for Alpha High's paid advertising efforts.
  • Collaborates with Page Zero agency for paid ad creation (providing scripts, voiceovers, B-roll).
  • Involved with Gabby Bajardo's video team structure (though notes lack of content delivery from Alpha High's assigned crew, Gabriel Martin Films).

Key Challenges & Needs​

  • Content Bottleneck: Major challenge is obtaining approved media content (especially video clips) of students for marketing use, primarily due to lack of streamlined media release/consent tracking.
  • Need for Approved Assets: Requires a folder/system for easily accessing pre-approved student content (B-roll, testimonials).
  • Specific Ad Content: Needs short, compelling video clips for paid ads highlighting student success stories, data points (SAT scores, project funding), or the unique learning experience.
  • Coordination Issues: Navigating a rapidly growing, somewhat fragmented marketing structure with multiple teams and unclear ownership.

Interactions​

  • 2025-04-14: Met with Gary Sheng, Peter Han, Jack Oremus, and Doug Green via video call. Discussed the current marketing landscape, the urgent need for Alpha High ad content, the media release bottleneck, and potential solutions involving Gary/Jack's team taking initiative.

Transcripts​

Transcript IDDateSummary
2025-04-11-alpha-case-studies-brain-lifts-discussion2025-04-11Discussion about case study site development and Alpha's marketing initiatives
2025-04-14-alpha-marketing-meeting2025-04-14Alpha marketing strategy meeting discussing urgent Alpha High content needs and student media releases