Strategic Brand Platform

Kirk O' The Valley School

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A private, non-religious school affiliated with the Presbyterian church of the same name, Kirk O' The Valley school faced a severe enrollment shortfall in the elementary grades following the retirement of school's director after 37 years. Reliance on the school's renowned pre-K program and word-of-mouth for enrollment left the institution unequipped with the marketing tools needed to recruit new students outside their community. A strategic branding initiative was urgently needed to instill confidence in the parents that stayed and fill the enrollment pipeline behind them.

Early in the discovery process, the school's brand promise emerged: individual attention to each student, a philosophy that was deeply ingrained into and delivered by their longtime staff. To communicate their value, the school chose as its symbol a compass, with a sun (representing the child) in the center and directional pointers oriented both outward and inward. The tagline, Your child's journey begins at Kirk, appealed to families eager to prepare their children not just for future educational opportunities, but life itself.

Ten years later, the school's target of 15 students per elementary grade was greatly exceeded, with averaging 20 to 22 per grade. As a result, the school was able to invest in the playground and facilities, and the church sanctuary was completely remodeled.

The school's positioning statement reinforced their care for "your" child, the life-long value of the Kirk experience, their time-tested philosophy, that they take learning seriously, and what they promised to each student.

The school's positioning statement reinforced their care for "your" child, the life-long value of the Kirk experience, their time-tested philosophy, that they take learning seriously, and what they promised to each student.

The brochure and print ads emphasized that the school valued diversity and preparing children for a lifelong journey into the world.

The brochure and print ads emphasized that the school valued diversity and preparing children for a lifelong journey into the world.

 
A redesigned showcased the school's positive atmosphere, spirited community, and renowned performing arts programs.

A redesigned showcased the school's positive atmosphere, spirited community, and renowned performing arts programs.

A monthly newsletter,  The Kirk Compass,  shared news within the community marked by a sign at the school's high-traffic location.

A monthly newsletter, The Kirk Compass, shared news within the community marked by a sign at the school's high-traffic location.