Case Sudy: Brand Renewal
One of the largest private school districts in an upstate NY region struggled with declining enrollments and closings. The district believed it had a great story – but it needed to be told in a new way to get back in the mindset of parents.
Level 7 partners conducted one-on-one interviews with key stakeholders, a comprehensive quantitative market study with parents, brand workshops, and a competitive communications audit.
The primary insight developed from the research was the private schools appeal to parents not for the high moral values, but for an environment that focused on high-quality academics and individual talents. The insight fueled a new brand identity including logo, tagline, website, brand video and multi-channel awareness and recruitment campaign.
When the new brand was presented to a room full of school principals and administrators, they jumped for joy. The website received unprecedented web traffic and ad click through rates 2.5 times the industry benchmarks.
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