Conscious Discipline

Founded by award-winning educator, author and thought leader Dr. Becky Bailey, Conscious Discipline provides school administrators, teachers, mental health professionals and families with a wealth of trauma-informed social and emotional learning resources. Embraced in 101 countries and 25 languages, Conscious Discipline’s foundation of safety, connection and problem-solving is leading a revolution of the heart as concepts initially applied in the classroom extend to every facet of our lives. For almost 30 years, Conscious Discipline has fostered a fundamental shift in thinking that empowers adults and children to be the change they want to see in the world.

Conscious Discipline engaged Nicknox Communications as a Fractional Chief Marketing Officer. In this capacity, Nicknox guided brand clarification and creative direction, built an internal agency and refined workflow and process. Over the course of a multi-year engagement, Nicknox established campaign strategy supporting product launches and facilitated expansion into e-learning channels. During this time the organization successfully migrated it's digital presence to a new platform and implemented an end-to-end e-commerce solution that supported product sales, event ticketing and e-learning.

SECTORS

Social Emotional Learning

Education, Administration

Publishing, Professional Development

PRIMARY LEADERS

Becky Bailey, Founder and CEO
Renee Whittington, Executive Director
Jill Molli, Director of Mission Expansion

ENGAGEMENT

Fractional CMO, 5.5 Years

AREAS OF FOCUS

Brand Revitalization and Strategy
Product Launch and Positioning
Event Marketing
Membership Marketing
Digital Presence
Media & PR
Strategic Partnerships

ACCOMPLISHMENTS

BRAND ALIGNMENT

Clarification and unification of brand strategy, positioning, content architecture and story supporting a revitalized, responsive, brand-centric refresh of web, e-commerce and social media presence.

E-LEARNING

Ideation, product development and positioning to create a robust offering of cross-platform e-learning products encompassing an award-winning e-course, podcast and tiered digital memberships.

PANDEMIC PIVOT

Complete pivot of international real-time event focused strategy to deliver virtual events and e-learning content tailored to support immediate administrator, educator and parent academic and SEL needs within a 30 day timeframe.

KEY RELATIONSHIPS

SCOPE & WORK

Social Emotional Learning for Educators and Families

Conscious Discipline is an evidence-based, trauma-informed approach. It is recognized by the Substance Abuse and Mental Health Administration’s (SAMHSA’s) National Registry of Evidence-based Programs and Practices (NREPP), and received high ratings in 8 of 10 categories in a Harvard analysis of the nation’s top 25 social-emotional learning programs.

Nicknox guided special initiatives announcing the organization's 25th anniversary, CASEL, SAMHSA and NREPP recognition as well as a partnership with Yale University. Nicknox swiftly proposed a pandemic pivot that successfully accomplished a company-wide shift from in-person events, coaching and resource implementation to provide virtual multi-lingual support uniquely suited to serve the needs of administrators, teachers, mental health professionals and families in navigating uncharted territory with noteworthy success.

Product Positioning and Launch

Conscious Discipline offers a comprehensive portfolio of social and emotional learning resources tailored to serve many audiences. Reimagining product presentation included partnering with a commercial photographer to reshoot the organization's complete product catalogue, thus establishing a new standard for product marketing. The introduction of a product family strategy effectively developed differentiated product lines with sub segmentation by audience, age range and language. On average, Conscious Discipline released between 15 - 25 new physical and digital products annually. Launch strategy included dedicated campaigns and the creation of high-engagement recurring channels to build awareness.

E-Learning Expansion

With nearly 30 years of traditional publishing content, Conscious Discipline was focused on shifting toward a robust e-learning model. A key first step in this transition involved the creation of a 10-session e-course. The offering delivered sessions in multiple formats to accommodate learning styles via a user-friendly web portal. Accompanied by the course text book, a participant workbook and chapter-by-chapter digital extras, it was an immediate best-seller. The course was the 2020 Teacher's Choice Award Winner for online learning and continuing education.

Event and Display Strategy

Conscious Discipline maintained active, high-engagement presence at a full annual schedule of industry events in addition to maintaining their own offering of conferences and professional development. The organization introduced a revitalized display brand presence that encompassed 40x30 class-room style learning experiences, pop up stores and tradeshow displays. A special 20th anniversary initiative involved showcase positions at key events throughout the U.S.

Web and E-Commerce Migration

Conscious Discipline had a high traffic website that needed to be reimagined. The site was unresponsive and required manual coding to accommodate updates. Starting with a streamlined content architecture, a new site was designed from top to bottom with a robust and customized content management system that included a customer portal, tiered membership offerings and online learning platforms. Additionally, e-commerce was migrated to Woo Commerce, to more effectively support pairings of physical and digital products, complex event registration and related digital resource delivery.

Event Marketing and Attendee Portal

Conscious Discipline maintained a rigorous event schedule that included annual Institutes and workshops, attracting between 20,000 - 30,000 attendee annually. In addition to the organization's event offerings,

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