First, we conducted a survey of staff and parents of currently enrolled students that provided some surprising insight into family demographics, level of satisfaction with the school, recommendations from parents and staff for improvements and which marketing touch-points were most effective.

Next, we presented a marketing plan and the final report of the survey results to MCS executive staff, parents & Board of Directors & linked the reports to the school website for further communication with parents and staff.

The school already had a solid brand, with a website and established logo and colors, although there had been some “adjustments” over the years & no one was 100% sure about the original designs. This is very common for organizations that have been around for a while. So, we created a Brand Style Guide, which is a document containing detail and uses for logos, icons, colors, typography, main messaging, brand personality, imagery and other elements that define the brand.

With that foundational work complete, the next step was to assist the school in setting up Facebook/Instagram and Google advertising accounts. We also created their first evergreen (always running) ad campaigns as well as a number of print, radio and digital promotions. Later, MCS added email marketing to their digital repertoire.