Grade 9 to 12 coeducational boarding school located in Concord, New Hampshire.
Growing interest by St. Paul’s leadership in broadening the base of its applicants.
The schools in St. Paul’s competitive set appeared equal on many critical attributes, impeding recruiting efforts.
Finding a meaningful point of difference that would draw more students to inquire and apply had become a top priority.
Questions about how to most effectively convey the complexity and richness of St. Paul’s to support enrollment objectives increased as the urgency to take action mounted.
Conducted in-depth market research among current parents through on-campus focus groups.
Interviewed admissions counselors, competitors, feeder schools, prospective parents, alumni, and current parents to clarify perceptions about St. Paul’s strengths and unique characteristics.
Partnered with an internal project team to review research insights and discuss opportunities for the school to leverage within the framework of a new brand strategy.
Developed potential brand positioning concepts, each encapsulating a different unique and motivating characteristic that St. Paul’s delivered exceptionally well.
Tested concepts with recently enrolled families and identified the positioning which best represented the driving reason these families had selected St. Paul’s: an approach that encourages individual exploration of learning and life, grounded by a sense of responsibility to others.
Crafted a winning positioning statement based on testing results, as well as Supportive Messages to guide all future communication.
Created a brand campaign and new tagline, “Freedom with Responsibility,” to quickly convey the school’s new brand positioning.
Hosted Message Training sessions with leadership, faculty, and staff to help them learn to communicate the brand positioning and Supportive Messages authentically and enthusiastically, in their own words.
Focused on tour guide training to ensure the messages shared at this critical point of interaction reinforced the brand positioning.