The Cobb School / Montessori
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Background:
Despite its 30-years of existence many area parents had no perception of the school beyond its private status and higher cost. Additionally, to many, "Montessori" was a foreign, esoteric concept. Yet, the school was/is the best in the region. Challenge: In a very competitive educational environment and terrible economy the marketing goal was to convince these parents that The Cobb School was the absolute best place for their child. Solution: Step 1: Marketing Therapy which determined the need for a compelling brand identity with more aggressive, creative marketing leveraging the many Cobb School attributes. Step 2: Create a strong, positive, memorable tagline. Step 3: Create a strong, positive and memorable direct mail piece targeting the local parents. Step 4: Replace expensive, ineffective print ads with a more compelling and informational video testimonial campaign to be featured on the school website, Facebook and YouTube with the option of running as TV spots on inexpensive local cable. Step 5: Fuel the effort with additional guerrilla marketing tactics to help generate local buzz and regional press. Response: Client Comments: "The Trustees were stunned and absolutly LOVED it! Thank you so much. We are all thrilled!!" "Powerful!" "Bravo!" From Parents: "Great stuff...I've got chills!!" "Loved the mailer! Rock on!" From the Cobb Board Chairman: "WOW. GREAT, GREAT work." And, Cobb reports that early student enrollments for returning students was at it one of its highest levels in years. |
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