The Admissions Cycle: Access and Authenticity

An important part of the admissions cycle, the campus visit allows schools to engage prospective students and families in meaningful conversations and present the school’s authentic character. However, the visit by itself might not be enough to ensure an application. Not all students can come to campus, for example, while still other families may need a higher level of personal interaction, even after a visit.
 
Westover School, one of our independent school clients, developed a way to supplement the campus visit: a series of three virtual town meetings led by the head of school, each focused on a single phrase from the school’s three-part motto—To Think, To Do, To Be. The meetings were recorded and sent out to late inquiries or those who could not attend.
 
The series created multiple opportunities for the school to present its brand image and message through print, email and personal engagement. A print and email campaign, which began in September, promoted the town meetings. Two weeks before each event, an on-brand print mailer related to the town meeting topic was sent out with a cover letter, followed by an email one week later.
 
The events have been a success, providing families with direct access to the head of school, while allowing the school to engage families and present its core values and character.
 
Nothing replaces the campus visit, but this type of event—one that provides multiple contact points and opportunities for engagement—is an effective supplement.
 
Our role: studio-e is an active partner with Westover School, meeting with school leaders throughout the year to discuss and plan ongoing marketing initiatives. Specifically, we developed the school’s marketing communications platform, viewbook, wordmark and multiple development pieces. We also designed and produced the print series that was used to promote the virtual town hall meetings.