It’s a Small School that has a Big Impact on Your Life
Williams School is a small college prep coed day school serving grades 6 through 12 situated on the campus of Connecticut College in New London, CT. The goal was to develop a more strategic approach to focus and communicate the school’s brand broadly to gain greater visibility. A specific goal was to introduce the addition of sixth grade to the school.
Cheney & Company helped the school build a foundation of data on which to base a marketing communications plan for enrollment through a discovery process that involved focus groups and competitive analysis. We then developed a series of top-level messages to use as “pillars” throughout the school’s communications. The collaborative process led to producing a viewbook to use for “search” and to fulfill inquiries, with the purpose of attracting families to visit campus and the school’s website. The 5½ x 7¾ viewbook and the 6 x 9 folder are reminiscent of the school’s small size and cozy, friendly atmosphere.
- Color palette
- 6th grade search brochure
- Connecticut Art Directors Club—Excellence Award
- Higher Education Marketing Report—Merit