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Changing Minds, Building Confidence


With a bold new strategic plan complete, California’s third largest high school district needed a brand positioning and identity that could support their ambitious new direction. But first, they needed to overcome a poor reputation. Orloff Marketing recommended turning their perceived negatives into positives by proudly embracing their size and multi-ethnic student body. Those two attributes became the foundation of a message of opportunity and diversity in Silicon Valley, positioning the district as the place for an all-inclusive high school experience that prepares students for the real world. We even modified their name to “East Side High School District Silicon Valley” to reinforce this association. Orloff Marketing supported this brand launch with a coordinated redesign of 11 school websites, social media infrastructure, print collateral, as well as community outreach and media relations.