Battle Ground Academy

Purpose

Battle Ground Academy (BGA) is a co-educational, college preparatory school in Franklin, Tenn. for students kindergarten through 12th grade. In 2004, ACI was hired to assist the school in developing brand identity throughout Middle Tennessee, as well as provide strategic council to the school regarding improvement of internal communications among its constituents, including alumni, current students, faculty and staff. In 2008, ACI was called upon to promote the academy’s “One School. One Vision.” capital campaign, a $40 million endeavor to build four new facilities.

Process

To accomplish this goal, ACI assisted in the development of dynamic collateral materials designed to appeal to the school’s target audience in an effort to increase enrollment. ACI also created a bi-annual 72-page magazine, BGA Today, for the school to showcase the accomplishments and news of the BGA community, as well as developed The Visionary newsletter to create awareness of the “One School. One Vision.” campaign and report on its progress. ACI also assists BGA in leveraging local media to create awareness of the school and achievements of its students.

Results

Since 2004, Battle Ground Academy has garnered numerous placements in newspapers throughout Middle Tennessee including The Tennessean, Williamson A.M. and Williamson Herald and attrition at BGA is now lower than the national average at other private schools. Improved communications between all BGA constituents enabled BGA to successfully execute the “One School. One Vision.” capital campaign and construction on the first phase of new facilities was completed in late 2011.

In 2012 and 2013, ACI provided counsel on communications with BGA constituents, as well as the media, related to the search for a new Head of School. ACI assisted the leadership team and search committee in creating communications about the transition to an Interim Head of School and the selection of the new Head of School.

Currently, ACI continues to assist BGA with day-to-day media relations, as well as a monthly online newsletter, “Wildcat News,” that goes out to all constituents including current students and parents, alumni and prospective parents. The monthly newsletter allows BGA to tell in-depth stories about students, teachers, school leadership and alumni.