project overview and Objectives
Montessori Elementary at Highland Park (MEHP) is a vibrant, progressive elementary school in Chattanooga, Tennessee, offering a Montessori-based education to children from preschool through 6th grade. MEHP is committed to nurturing the natural curiosity of children, empowering them to become independent learners and critical thinkers. The school offers a nurturing environment where students develop a love for learning, grounded in Montessori principles of self-direction, collaboration, and hands-on exploration. As a growing institution, MEHP sought a comprehensive branding and marketing strategy to build awareness, recruit and retain students and staff, and engage the community to support the school’s mission.
Challenge
Despite its strong educational philosophy and dedicated staff, MEHP faced the challenge of strengthening its brand identity and visibility in a competitive educational market. The school’s previous branding lacked cohesion, and its online presence needed updating to reflect its unique approach to education. Additionally, MEHP sought to better communicate its values to prospective families, attract high-quality teachers, and increase community support and fundraising to support its ongoing growth and mission.
Our Approach
To help MEHP strengthen its brand identity, raise awareness, and achieve its goals, we developed a comprehensive, multi-channel strategy that included full-scale brand development, website design, photography, social media management, print design, and fundraising support. Our goal was to create a cohesive and authentic representation of the school that would resonate with families, staff, and community members alike.
1. Brand Development
We started by creating a completely new brand identity for MEHP, starting with a fresh logo that captured the essence of the Montessori approach and the school’s commitment to individualized, hands-on learning. We developed a color palette and typography that reflected the school’s nurturing and inclusive atmosphere. The new visual identity was designed to communicate warmth, creativity, and professionalism, aligning with the values of the Montessori method. This new brand provided the foundation for all future marketing materials, both online and offline, and was consistently applied across all platforms to ensure a unified and recognizable presence.
2. Website Development & Management
We designed and developed a custom website for MEHP that was not only visually appealing but also functional and user-friendly. The website serves as a hub for prospective families, providing essential information about the Montessori method, curriculum, school events, and enrollment details. We optimized the site for ease of navigation, ensuring that families could quickly find the information they needed about admissions, programs, and extracurricular activities. We also integrated a blog and calendar to keep the community informed about school news and upcoming events. Regular updates, including student stories, teacher highlights, and school achievements, are added to keep the site fresh and engaging. Our ongoing management of the site ensures it remains current, optimized, and reflective of MEHP’s values.
3. Photography & Video Production
To authentically showcase MEHP’s approach to education, we conducted regular photo and video shoots throughout the school year. Our photography focused on capturing moments of student interaction, hands-on learning, and the overall environment of the school—highlighting the vibrancy and warmth of the MEHP community. These images were used across the website, social media platforms, and print materials to give prospective families an inside look at daily life at MEHP. We also produced videos featuring teacher testimonials, student activities, and parent stories to demonstrate the school’s unique learning environment and commitment to individual student growth. These videos were strategically used in social media campaigns, on the website, and in fundraising efforts.
4. Social Media Management & Engagement
We implemented a targeted social media strategy across Instagram, Facebook, and Twitter to increase brand awareness and engagement with the school’s community. Our approach was centered around showcasing the school’s educational philosophy, celebrating student achievements, and sharing school events and news. We also ran paid social media campaigns to support enrollment efforts and attract new families to the school. Regular engagement with followers, including responding to comments and sharing user-generated content from parents and students, helped build a strong sense of community online. Social media became a key tool for attracting prospective families, keeping current families engaged, and promoting MEHP’s mission and values.
5. Print Materials for Recruitment & Fundraising
We designed and produced a variety of print materials to support MEHP’s recruitment, retention, and fundraising efforts. This included brochures, annual reports, flyers, banners, and postcards. Each piece was designed with MEHP’s new visual identity, ensuring consistency in messaging and branding. The recruitment brochures highlighted the Montessori method, curriculum offerings, and benefits of an MEHP education, while the annual reports served to communicate the school’s achievements, financial health, and ongoing goals to current families, donors, and potential supporters. These print materials were distributed at local events, school tours, and fundraising campaigns, helping to build awareness and attract new students and staff.
6. Fundraising & Community Engagement
In addition to supporting the school’s recruitment efforts, our work also focused on helping MEHP with fundraising initiatives. We created targeted campaigns that communicated the school’s needs, goals, and vision for the future. Using email marketing, social media ads, and print collateral, we were able to engage with alumni, parents, and local businesses to support the school’s growth and sustainability. We also helped MEHP showcase the impact of donations through visually appealing annual reports and fundraising materials. These efforts contributed to a growing base of donors and volunteers who are invested in the school’s future and helped to fund specific initiatives, such as facility improvements and scholarship programs.
project outcome and results
Our work with MEHP led to significant improvements in multiple areas of the school’s marketing and outreach efforts:
- Increased Brand Recognition: The school’s new visual identity, along with consistent branding across all touchpoints (website, social media, print), helped MEHP build a stronger and more recognizable presence in the Chattanooga area. The cohesive brand has made the school stand out in a competitive educational market, attracting more inquiries from prospective families.
- Higher Enrollment & Staff Retention: The refreshed website, engaging social media content, and comprehensive print materials contributed directly to an increase in student applications and staff recruitment. The user-friendly website and targeted social media campaigns were particularly effective in reaching parents and teachers who value the Montessori approach.
- Stronger Community Engagement: By consistently sharing engaging and authentic content about the school’s values, student experiences, and achievements, MEHP was able to foster a stronger connection with current families and increase engagement. This led to higher retention rates and a more active community involvement.
- Successful Fundraising Campaigns: The compelling print and digital materials we developed helped MEHP raise funds to support its educational programs, improve school facilities, and create scholarship opportunities. The school experienced an increase in both individual donations and corporate sponsorships, which contributed to its long-term financial health.
- Enhanced Perception & Trust: Through high-quality photography, videos, and clear messaging, we helped position MEHP as a trusted, professional institution that delivers an exceptional education. Parents and community members now view the school as a pillar of educational excellence in Chattanooga, leading to greater community pride and support.
Conclusion
Our comprehensive approach to brand development, digital and print marketing, social media management, and fundraising support has helped Montessori Elementary at Highland Park strengthen its identity, increase enrollment, and foster a stronger sense of community. By focusing on consistent, high-quality content and engaging messaging, we have contributed to the school’s success in recruiting students and staff, building brand recognition, and securing vital funding to ensure its growth and sustainability. MEHP is now poised for continued success as a leader in Montessori education in Chattanooga, with a more robust brand presence and deeper ties to the community.
