THE COBB
MONTESSORI SCHOOL
esoteric academic institution
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Background:
Despite its 30-year history most area parents had no perception of the school beyond its private status and high cost. Additionally, "Montessori" was a foreign, esoteric concept. Yet, the school was/is the best in the region. Challenge: In a highly competitive educational environment the goal was to develop a leadership brand for the school as the absolute best place for a child's education...and well worth the cost. Solution: Step 1: Marketing Therapy consulting which determined the need for more aggressive, creative marketing to leverage The Cobb School attributes. Step 2: Create a strong, positive, tagline. Step 3: Create a strong, positive and memorable direct mail piece targeting the local parents. Step 4: Replace expensive, ineffective local print ads with more effective web marketing via a compelling and informational video testimonial campaign featured on the school website, Facebook page, and YouTube. The videos could also be adapted to local cable TV. Step 5: Add some guerrilla marketing to help generate local buzz and press. Response: From the Client: "Early enrollments are at one of their highest levels in years. The Trustees were stunned and absolutely LOVED the work. Bravo!" From Parents: "Great stuff...I've got chills!!" "Loved the mailer! Rock on!" From Cobb Board Chairman: "WOW. GREAT, GREAT work." |
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