AtomicMind is an education technology company offering families a boutique coaching experience that prepares students to become “wow candidates” in the increasingly competitive college admissions environment.

To help mitigate the stress that comes with navigating the college admissions process, AtomicMind provides students – and parents – with a customized technology platform that keeps students organized and on track, leveraging measurement, accountability and strategic decision-making to chart their education journey.

AtomicMind needed PR’s help launching its college admissions technology platform for a personalized and comprehensive college application experience. Within an extremely competitive landscape, PR needed to position AtomicMind as the solution to navigating the increasingly high standards of the elite college admissions process. We were tasked to build awareness about the solution, which targets a niche market, without the typical news stories that garner media attention.

SOLUTION

To draw attention to AtomicMind’s solution, we had to lean into events that would attract media attention, offering unique commentary. We knew we needed to position CEO Leelila Strogov as an education expert on relevant, and at times, controversial issues.

When news leaked that SCOTUS intended to overturn Roe vs Wade, PR sprang into action. We designed a pulse survey of 1,000+ incoming college freshmen to find out how the ruling would impact their college decisions. PR knew that approach was atypical of most conversations about higher education. We collaborated with Leelila to create unique commentary on the impact of the ruling on students with diverse and/or marginalized backgrounds that led to two pieces in the Los Angeles Times with syndication. Nationwide survey coverage included broadcast segments on TV news outlets from Alabama to Denver, with MSN syndication alone generating over 193 million UMVs.

The survey also led to PR’s byline idea on why high school grads should consider attending college in a Red state. “The case for attending college in a red state” published in The Hill.