The client:
Services:
- Service List
- Research
- Content strategy
- Website design & development
- Advertising & collateral
The story:
There are hundreds of private schools in New England. Darrow, in New Lebanon, NY, was getting lost in the woods. The school’s leadership had critical questions, whose answers were central to success: Who are we? What makes us unique? Who should we target? How do we reach them?
We did our homework – and raised Darrow’s performance across the board.
The solutions:
Breakthrough research that defined the Darrow difference. We performed simultaneous online and voice-to-voice shop-along research in which parents searched for and visited websites, sharing their impressions and reactions.
A branded curriculum. By focusing on the Active Curriculum – in which students become active participants in their own education and the well-being of the community – we helped Darrow pinpoint a powerful differentiator.
Digital marketing that produces a steady flow of qualified leads. Using carefully defined persona types, we targeted key messages in key markets to produce qualified click through to landing pages that fulfilled content needs and promoted deeper engagement.
Video. Darrow’s short intro video posted to its homepage sets the students’ voices free to tell the school’s story.
Webinar. The consumer research was reformatted and repurposed to attract the interest of educational consultants and guidance counselors – the key decision influencers Darrow needs to reach.
Key results:
More than
100 new leads
generated through targeted digital outreach.
Content-rich branded website with
a clear narrative and point of difference.
Reshaped perceptions
among educational consultants of Darrow as a small school with big ideas.
