Print & Web Communications for Education
High School Recruiting Campaign
Archbishop Blenk High School
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Admissions Marketing Report Awards
Archbishop Blenk High School, a U.S. “blue-ribbon” parochial school for girls in grades 8-12, wanted to grow the size and quality of its enrollment somewhat, and make sure it was spending its marketing communications dollar as wisely as possible. Blenk administrators came to us in the fall of 2002, when first-time enrollment (freshman class) was threatening to fall below 600.
Secondary goals included the cultivation of alumnae, stirring their pride, developing their willingness both to talk up the school and send their children to it, and building a capacity for volunteer involvement and fundraising success; and the enhancement of the image of Blenk specifically within its West Bank New Orleans neighborhood and eventually throughout the city as a foundation for a capital campaign.
Following interviews, focus groups and a competitive review, Zehno recommended messages including the school’s ideal size, excellence in science, level of grant funding and flexible schedule unique in the local market. We advised against advertising widely in an attempt to reach students and their parents, rather focusing on other techniques to get the most out of every cent invested from the school’s tight budget.
Then we developed an eight-page strikingly visual viewbook organized around the words “Explore, Experience, Excel” which focused on the school’s distinctive strengths. An accompanying folder featured stepped single sheets that offered more detail and gave the admissions office the flexibility to allow easy customization and economical updating. Zehno developed a tag line, “Where futures take flight” for consistent use across communications, including in the targeted ads (and on neighborhood yard signs) to promote open houses.
These admissions communications tools were successful in helping build Blenk’s class back to a much more comfortable 637 students entering in the fall of 2003 — despite the fact that the key (and initial) recruitment event was cancelled by hurricane threats and could not be rescheduled. As of this writing, the 2004-2005 class is currently on target to match or exceed that number.