Montessori Children’s House of Denver (MCHD), a well-respected Montessori school, wanted to promote its third campus and highlight its recently added elementary grades. Philosophy knew that merely promoting a new campus and the addition of first through sixth grades would not position the school for long-term growth. Instead, Philosophy recommended the school focus on a broader emotional message about student success and implement a fully integrated marketing and communication campaign. A long-term focus would help the school promote its new offerings plus lay the foundation for building enrollments for years to come.
Philosophy dove into research to understand what motivates parents to pursue not only private education, but private Montessori education for their children. We conducted primary research and had dozens of face-to-face conversations with parents of alumni, of current students and of students in more conventional educational settings. We found that whatever school a parent has chosen for their child, parents are very passionate about education. Philosophy tapped into that passion and created a new tagline, “Uncover the Genius,” and a supporting communication campaign that included events, advertising, public relations, a new website and search engine optimization.
The campaign worked. MCHD saw website traffic increase by 50 percent, followed by a 70 percent increase in school tours, and dozens of new enrollments, including from out of state. The campaign continues to run, and MCHD has continued to grow with the addition of yet another campus and the launch of Montessori education for 7th and 8th graders, The Secondary Academy. The emotional “Uncover the Genius” tagline says to parents exactly what they can expect for their children at MCHD: bringing out the best in their kids. And that’s the best payoff of all.