Education. Reimagined.™
A Redefined Brand Strategy Helped a Charter School Find Their Why
“Mary Pat and her team 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
Reimagining Their Purpose
The Brand Discovery Journey: MP+G 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.
Building a Resilient Brand:
Along the way MP+G guided the superintendent, director of teaching and learning, principal and team of administrators through the three key steps of “operationalizing” the brand.
Familiarizing 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.
Media Relations, Communications, and Promotion: We performed a communications audit and prepared a phased communications plan and identified key tactics for implementation.
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.
Deliverables:
Brand Strategy
Brand Platform + Brand Identity
Tagline
Why Kaleidoscope? Brand Video + Welcome Videos
Website Redesign
Institutional Graphics
Social Media Channel Graphics Redesign
Athletics Logo + Apparel Designs
Marketing Materials
Back-to-School Mailer
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.
New Athletics Logo
Before
The Kaleidoscope Choice
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.
Education. Reimagined. Kaleidoscope High School recruitment social media clip
Education. Reimagined. Welcome to Kaleidoscope Middle School social clip
Education. Reimagined. Kaleidoscope Elementary School social clip
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