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Making the Grade Through Messaging

With increased competition and a shrinking market, Almaden Country School knew it was in need of a fresh look and sophisticated messaging to maintain its high grade.

The school hired Orloff Marketing to conduct a brand audit, develop a clear and concise positioning statement, and create messaging highly relevant to prospective parents and students. We recommended a name change to Almaden Country Day School to more accurately reflect an educational philosophy aligned with the County Day School movement. A new logo followed, along with a carefully crafted messaging platform, updated marketing collateral, a new website, print and electronic advertising materials, as well as a re-allocation of their media budget. Today, enrollment is up and a capital campaign underway has earned millions of dollars earmarked for campus improvements.

"For eight years I led Almaden Country Day School and struggled to clearly articulate our value proposition. Orloff Marketing spent two weeks on campus listening and observing and gave us the language to describe who we are and why we matter. Today, market awareness has grown and so has our enrollment. I am incredibly grateful."

Ole Jorgenson
Head of School, Almaden Country Day School