Rumson Country Day School

Branding | Digital Marketing | Web | Publications

‘Truly Great’ campaign sparks truly great results

For a long time, word-of-mouth in the community generated long waiting lists for The Rumson Country Day School. When the dependable stream of new families stalled, RCDS needed to articulate its brand, value and distinctions to an audience that was increasingly choosing public school options. ECG worked closely with RCDS to develop a brand identity and multi-phase admissions campaign that reversed the decline, substantially increased inquiries and applications, and produced a waiting list for the early childhood program.

Energizing the Brand

RCDS is a vibrant, exciting place to learn. Truly Great, N-8 became the anthem to promote small classes, outstanding academics, The Four Pillars and more.

RCDS’s timing of its Truly Great, N-8 campaign couldn’t have been better. Launched in the spring of 2020, the school’s message and visuals resonated with families who were moving to the area and those reconsidering school options as a result of COVID-19.

Amplifying Value

RCDS had a great story to tell when admissions season launched: the school was on campus full-time when most were not, and faculty and administration continued to deliver hands-on learning. Consistent promotion of programs and a school culture that goes above and beyond for students, helped to drive more phone calls, inquiries, virtual tours and attendance at information sessions.

Lead Generation Tools

The Big Idea Activity Guide, Executive Functioning: How to Bolster 10 Essential Skills Students Use for a Lifetime, and The Happiness Factor: A Parent’s Guide to Social Emotional Learning are several lead generation tools RCDS utilized to engage with the wider community and generate interest in the school. For example, The Big Idea Activity Guide was timed for summer break when camps were not re-opening due to COVID-19. It addressed a “pain point” many parents were experiencing while promoting RCDS programs and faculty. In total, more than 170 individuals provided an email in exchange for a guide, generating new leads that RCDS could continue to communicate via its email marketing program.

The Results.


leads generated


increase in inquires


increase in applications