Client
Independent school (pre-school through 8th grade) in Mill Valley, CA.
Challenge
Fully enrolled independent school faced rising tuitions, weak brand specificity and awareness, weakening economy, and $8mm capital campaign for site expansion. No marketing plan. Unfocused mission, value proposition and messaging. Lack of consistent external community visibility, media relations and continuity in brand use and clarity. Improved coordination needed between volunteers, teachers, Board of Trustees and administration on marketing strategy and communication.
Solution
Comprehensive marketing review, strategy development and marketing committee development to support and implement.
Analysis
- Directed school-wide marketing audit: personal interviews, past research, brand image, messages, collateral, advertising, press, and statistics on admissions, prospects, referrals, and retention.
Strategy
- Directed marketing plan development.
- Directed brand enhancement and repositioning
- Comprehensive through mission revision working closely with all stakeholders
- Established educational cornerstones and philosophy, visual communication through logo "meaning", key messaging and proof points. Implemented in all publications, advertising and PR.
Implementation
- Established and implemented brand identity guidelines
- Communication planning calendar
- Strategic advertising program with new messaging targeted key audiences
- PR planning structured with proactive media response
- New Board of Trustees newsletter "Perspectives"
- Developed corporate support for new program "Sponsor a Kid to Camp"
- Copy input and review of new web site incorporating new messaging
Measurement
- Continued full enrollment and continued growth in fund raising.
- Clear, easy talking points for faculty and Board of Trustees with constituencies and stakeholders.
- Media recognition as a resource.
- Received major commendation from CAIS Accreditation team for clear articulation of mission, philosophy, collaboration with parents, neighbors, and website.
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