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.
ECG was engaged to consolidate and rebrand two St. Benedict’s alumni publications, the quarterly newsletter and Headmaster’s Report, in advance of the launch of the School’s ambitious $100 million capital campaign, Forever Benedict’s: The Campaign for St. Benedict’s Preparatory School — the largest campaign in school history.
Rebranding the Future
Through the use of branded content and vibrant photography, the resulting St. Benedict’s Preparatory School Magazine accurately tells the compelling story of the monks of Newark Abbey, their devotion to the School and their commitment to the education of young men and women from Newark.
Inspiring Donors
Due to the success of the rebranded publication, ECG was asked to produce a series of videos to communicate the distinctive aspects of the St. Benedict’s experience to a broader audience of donors, alumni, current and prospective parents, students and friends. These award-winning videos helped inspire an emotional and financial investment in the School. A subsequent video series was produced to galvanize support when Forever Benedict’s was launched in 2018. To date, the campaign has raised more than $75 million.
“For more than a decade, our partnership with Erbach has been more than just a business relationship. We consider ECG Group our teammates. These talented women consistently go above and beyond, delivering exceptional service tailored to our needs. And they are as deeply committed to the Benedict’s mission as anyone here. Collaboration, trust and shared success define our work together.”
The quiet phase of a fundraising campaign can often raise significant commitments without a fully executed brand identity. That was the case for the advancement team at Saint Peter’s University, which over the course of several years, raised funds for an ambitious, comprehensive campaign from a core group of donors. In preparation for the public launch of the campaign, a bold brand identity was needed, one that would galvanize a wider group of alumni, friends and partners to join the $75 million effort, the largest fundraising initiative in the University’s history.
Peacock Rise: The Campaign for Saint Peter’s University
A simple but powerful tagline, Peacocks Rise captured the community-wide pride in the University’s progress over a decade as well as the Peacock’s heart stopping Cinderella run to the Elite Eight at NCAA men’s basketball tournament. Peacocks Rise — and all the communication ECG Group produced for the campaign (logo, graphics, case statement, video, social media video, microsite and magazine) operated on a dual level, connecting the big vision for the University to the personal stories of transformation experienced by generations of alumni.
Smashing Success
With $86+ million raised, Peacocks Rise was the largest and most consequential campaign in Saint Peter’s University history. When the campaign concluded on June 30, 2024, it raised support from nearly 10,000 alumni and friends, and ushered in progress and achievements that will impact Peacocks for generations to come.
The Willow School is an extraordinary school for children. Admissions, however, had declined due to misperceptions about the school or prospective families weren’t aware of Willow. New branding separated Willow from the pack, reinvigorated admissions, and produced a 180° turnaround that got retention and enrollment results.
Update Branding and Identity.
A new logo elevated the Willow brand with a modern and dynamic look; other visual elements were also created to showcase the school’s many distinctions.
Too often, independent school websites are cluttered with information not pertinent to prospective families. By presenting information in ways most relevant to its target audience, and integrating lead generation tools, the Willow website produced immediate results for admissions. Prospective parents, who applied to other independent schools, also commended the Willow website for its clarity and ease of use.
Positioning.
Willow had a lot of strengths to showcase. When juxtaposed with traditional school experiences, it made a powerful statement about the school’s value promise. These brand differentiators supported admissions and also instilled a great deal of pride in the Willow community.
The Results.
Double Digit Increase in Admissions
130+ Leads Generated through Inbound Marketing Tools
Altered perception from “tree hugging” school to serious place of learning
Xavier High School needed to marry its advancement publications and communications with the vision of its president and long-term institutional goals.
Update Branding and Identity.
ECG rebranded Xavier’s flagship publication for a diverse audience of alumni, parents, alumni parents and benefactors and for more than five years, consistently paired dynamic design with engaging content and stories. Creative work has accomplished a myriad of objectives, from enlightening alumni and supporters on the deeply Jesuit nature of the school to unpacking school finances for all constituencies in an informative and compelling way. ECG is also a key communications partner on Xavier’s annual reports, admissions view books, fundraising videos and other collateral needed to advance admissions and development.
“Thank you. The magazine is an important contribution to our work of advancing the Xavier mission, and has extra importance this time in advancing consideration of vocation. The copy is terrific—well-written, thoughtful, clear, the photos, the layout, the overall presentation and feel are outstanding, too. It is a gift to have ECG as part of the Xavier team. You make our work better and stronger and I am grateful.”
