Competing with very good, free public schools, Dawson’s $23k price tag is a luxury most cannot afford. Justifying the investment requires consistent excellence at every level and the Dawson brand was lagging the faculty, campus, and academic/athletic/ experiential program.
Phase I – developed a coherent brand strategy, identity and consistent communications that reflect Dawson’s superior campus, faculty, and education. Captured the essence of student/teacher relationships by via the senior honoring ceremony. Phase II – subsequently created a charming print, digital and TV campaign to communicate Dawson’s difference.
Dawson has achieved its stated objective of a wait-list.