HELPING SCHOOLS FIND THEIR WHY
“Mary Pat and Kate worked closely with our administration team to help define who we are and what differentiates us from other school districts. They really listened to us and got to know what makes us unique in the educational marketplace - developing a brand strategy and identify that truly reflects our personality. They partnered with us to quickly get us up to speed and ready to live the Kaleidoscope brand in time for the new school year.”
Brett Wedlund | Superintendent
KALEIDOSCOPE CHARTER SCHOOL
RE-IMAGINING THEIR PURPOSE
The Brand Discovery Journey: Together with our brand strategist partner, Yikes Marketing, we conducted a brand discovery workshop to uncover Kaleidoscope’s unique brand attributes.
Secondary and Primary Research: We reviewed research provided by the staff and conducted 20+ personal phone surveys with key parents, staff, and students.
Redefining the Brand: From these rich resources and experiences, we developed a brand positioning statement, brand promise, brand personality, key messages, tagline options and created an entire new identity system for the district, its schools, and athletics program.
LEARNING IT. LAUNCHING IT. LIVING IT.™
Along the way MP+G and Yikes Marketing guided the superintendent, director of teaching and learning, principal and team of administrators through the three key steps of “operationalizing” the brand using Yikes Marketing’s Learn it. Launch it. Live it!™ model.
Learn it. Familiarized Staff with New Brand Promise and Key Messaging: We showed staff and administrators how the new strategy and identity were born from who and what Kaleidoscope already was and would help the school grow in a direction that would support the mission and vision in a way that differentiated Kaleidoscope from the competition.
Launch It. Media Relations, Communications, and Promotion: We performed a communications audit and prepared a phased communications plan following the Learn it. Launch it. Live it!™ model and identified key tactics for implementation.
Live it! Communications Tactics and Measurement: MP+G created new channels for sharing information, utilizing new and existing communications tools to work harder: a district website with three distinct school sites, “Why Choose Kaleidoscope?” promotional videos, custom email communications and a solid social media plan, standout back-to-school and operational materials, and recommendations for implementing effectiveness measures.
RE-ENVISIONING All COMMUNICATIONS
& BRAND TOUCH POINTS
• Identity design + brand style guide
• Marketing materials: print + digital
• Back-to-School mailer
The Kaleidoscope Choice
Education. Reimagined. Kaleidoscope High School
Education. Reimagined. Kaleidoscope Middle School
Education. Reimagined. Kaleidoscope Elementary School
A unique way to promote Kaleidoscope’s new image - repurpose required back-to-school information that typically came stapled together on B&W 8 1/2 x 11 copier paper and transform the material into a marketing mailer.
Kaleidoscope Comets - Athletics logo
MP+G redesigned the athletics logo with meant all new apparel for the Kaleidoscope athletics and extracurricular programs. New cheerleader outfits and basketball uniforms sport the new Comets logo and color pallet.