Brand Positioning for Private High School

A small independent high school faced stiff competition from numerous private high schools in its major metro market. The client's ad agency had developed five alternative brand positioning concepts, each with a distinct advertising campaign.

Target consumer research was needed to guide the client's branding and advertising strategies just prior to launching a new campaign for the peak recruiting season.

Differentiator: A targeted online survey specifically scoped to current and prospective parents of the school.

Process (step‑by‑step):

1. First, we defined objectives and the target audience (current and prospective parents).
2. Then we designed the questionnaire to capture stakeholder feedback, perceptions, and priorities.
3. Next, we launched the instrument as an online survey and managed digital distribution to the defined audience.
4. Finally, we collected responses, performed data aggregation and analysis, and prepared insights and recommendations for the school.

Our involvement vs. client: We led survey design, online deployment, response collection, and analysis; the client provided stimulus materials and collaborated on the design of the survey questionnaire.

Client selected 1 validated brand positioning that appealed to prospective parents and “rang true” with current parents. Study was completed within 2.5 weeks, from start to finish.

Business impact: Selecting a single, validated positioning allowed the client to sharpen its messaging, increasing the likelihood of spurring interest among prospective families.