Mount Alvernia

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Background/Situational Analysis: Mount Alvernia is an independent, all-girls Christian high school in Newton, MA. Over the last 10-years, they were perceived as a ”safety school” offering sub-par academics, little extra curricular activities and a student body consisting of “troubled” girls. As a result they experienced a 50% reduction in seventh grade enrollment.

Challenges: Our challenges were three-fold: redefine their brand position, create greater awareness attracting a larger applicant pool and ultimately increasing enrollment.

Our Response: We developed a brand position that MAHS offered challenging academics combined with Christian values and a safe and nurturing environment expressed in the tagline: “Teaching girls to have faith in themselves.” Simultaneously, we created a new brand identity that retained the School’s traditional foundation infused with a contemporary flair.

These characteristics were communicated in a complete brand architecture system achieving consistency and synergy across all communication vehicles including: identity, direct mail, print advertising, new website and viewbook.

Results: Applications increased by 62% resulting in 42 new students enrolled for the incoming seventh grade class, up from 17 the previous year. 




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