WE ARE THE KIDS

HERE’S THE THING //

Glen Urquhart School [GUS] is a small, independent, K-8 school in Beverly Farms, MA. They value each child as an individual human by respecting and responding to their own needs + personalities. The environment that GUS has maintained throughout its years pushes children outside of their comfort zones while simultaneously comforting them in their times of uncertainty. This balance between exploration + understanding is what makes GUS, GUS.

But, GUS’ enrollment rate has steadily decreased over time. Why?

THE INSIGHT //

GUS has become so focused on keeping up with the Joneses [aka: the competition], that not only have they completely forgotten what makes them truly unique to begin with, but they’ve gained a negative reputation among their audience.

THE STRATEGY //

MAKE GUS UNFAMILIAR AGAIN.

To both those who know it and those who do not. Help them return to who they truly are as a brand by using their core value [AND NOT OR] to generate newfound, unbiased interest among the public.

THE CAMPAIGN //

WE ARE THE KIDS.

Leveraging the concept of making the familiar, unfamiliar, combined with new, unexpected language + messaging, GUS brands itself in a new light. The elimination of the GUS logo and the GUS name [any feature outwardly identifying GUS] from the campaign both inconspicuously generates interest in the advertisements and encourages people to find out more about them on their own.

Through meaningful, inclusive phrases from the child’s perspective, GUS returns to who they truly are, with a message that has been lost over time.

And the audience is drawn into a deeper + truer understanding of GUS as a brand and what it offers.

The campaign’s three-pronged approach [digital, print, and specialty] thoughtfully considers preferences of and accessibility to different media. This allows the campaign to reach + impact a wide variety of people and gives GUS the ability to extend their presence to uncharted areas.