admiral farragut academy

reaching families with effective campaigns through storytelling.
AFA case study 1


web design
landing pages
email campaign
photography & drone video


10 months



project overview

Admiral Farragut Academy (AFA) is a private boarding and day school in sunny St. Petersburg, Florida. They came to us after realizing they had a weak online presence which was leading to unqualified conversions. They were looking for students and families that were the right fit and truly wanted to be there. Prospective students and parents needed a clear way to access information and enroll through an integrated admissions process. Their content lacked organization and focus, and their rich history was not being highlighted. Many of the website pages were not SEO-optimized, had unfriendly URL names, and lacked semantic structure.

key problems

Unqualified conversions
Website optimization
Brand awareness
AFA portfolio before after

only at farragut

Our process started with research and discovery at the AFA campus. These interviews aided the contextual design of the brand elements and history and also revealed pain points. We wanted to highlight the experience of AFA and align with their mission to provide a college preparatory environment that promotes academic excellence, leadership skills, and social development. From these data points, a core theme, “Only at Farragut”, was born. Our tactics included a fully responsive website, fresh messaging, a modern look, email campaigns, and the ability for efficient page creation.
“energyhill created a responsive, image and story-driven website for our boarding and day school. Our website is performing with impressive CTR and conversions. We are very happy with our new website and look forward to continuing to improve the user experience with energyhill’s knowledge.”
jesssica AFA
Director of Marketing & Communications at Admiral Farragut Academy
AFA portfolio Case study image 2

delivering quick results

In less than a month, we more than doubled AFA’s website page views. Their admissions inquiry form had a 46.3% conversion rate, with 88 entries within a month of launch. Their open rate was 325% above the industry standard for email campaigns, and the photos and aerial videos accompanying their fresh brand messaging aided in telling their story.

the final numbers

conversion rate
entries within a month of launch
open rate (above industry standard)
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