Most times, brands have the right ingredients to be a thriving enterprise, however they have a difficult time communicating their unique value proposition due to the lack of time, money, interest or professional help. This is especially true for non-profit brands. To raise the marketing communications grade at Bishop Canevin High School (http://www.bishopcanevin.org) in Pittsburgh, PA, BrandMill improved the systematic way it communicates to parents, students and alumni with new email marketing methods, newsletters and a Blog. In fact, its email marketing communications achieve a consistent average open rate over 45% and click through rates of more than 30% – with recent trends approaching 40%.
To cost effectively position a private high school with limited funds and a great story to tell and to help drive student enrollment, we designed a step sheet brochure which can be easily updated. This brochure was well received by school administration and more importantly, interested parents of prospective students during Open Houses and other marketing efforts throughout the year.
In addition, to help payoff the school’s “inspiring good kids to be great” positioning statement, drive enrollment and alumni contributions a unique storytelling approach was built into its Alumni newsletters – the Crusader Journal – to demonstrate and showcase the inspirational, exciting and progressive things the school’s students, faculty and alumni were doing.