Project: Awareness Campaign
Client: Graystone Academy
Situation & Solution:
Graystone Academy was a tuition-free K-8 public charter school designed to challenge students academically through the use of creative curricula and progressive teaching methods. While the fundamentals of a child’s education were vitally important to Graystone, they also believed exposure to the arts, humanities, and practical life skills were an essential part of the education process.
LyonShare Marketing was selected by Graystone Academy as their agency of record to develop a full-scale branding campaign to help increase enrollment. The campaign revolved around the theme: ‘Attention Parents. You Have A Choice Where Your Child Attends School.’ This call to action was used consistently across several different campaign elements to alert parents of this tuition-free alternative for their child’s education.
An initial direct mailer was sent in a transparent tube to capture the attention of area parents; a week later it was followed by a postcard reinforcing the upcoming Open House dates. To supplement these direct mail pieces, print ads were featured in local newspapers and direct mail publications, and a coordinating brochure and new school website were created. These branding efforts helped increase enrollment and awareness of Graystone Academy within local families and the community.