Léman Manhattan Preparatory School
Where does your child go to school?
Manhattan’s Claremont Preparatory School had a rocky first few years. Turnover was high and the school struggled to enroll students. That is until Claremont was purchased by the Meritas International Family of Schools and renamed Léman Manhattan Preparatory School.
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No doubt about it: the NYC Private School scene is ruthlessly competitive. Attend any NYC function and the first question someone will ask a parent is “Where does your child go to school?”. The challenge? Reintroduce the unknown and yet unproven Léman Manhattan Preparatory School to the highly competitive New York City Private School Market.
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We used the NYC Private School “snob appeal” to Léman’s advantage and created a provocative, awareness building campaign highlighting the school’s unique approach to education, world class teachers, outstanding facilities and international programs. We told the school’s story including print advertising, website and digital through the personal experiences of those who knew it best: its students, parents, teachers and administrators.
The result: A new school without traditions clearly differentiated this David from the Goliaths and Léman Manhattan upped enrollment significantly in just one year.
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Brand Story & Messaging
Brand Voice & Personality
Visual Identity
Logo Design
Internal Educational Materials
School / Facility Design
Signature Experiences
Advertising
Social & Digital
We created the new logo and visual identity. We also worked with architects and administrators to design school facilities including banner placement in classrooms and common spaces.
World views from every classroom:
Our collateral materials touted the school’s unique approach to education: Critical thinking, rigorous academics and an authentic international school with established sister schools in Europe and Asia, world class teachers, and measured achievement
We also knew that the NYC Private School scene was ruthlessly competitive.
Attend any NYC function and the first question someone will ask a parent is “Where does your child go to school?”. By tapping into this insight, we helped introduce Léman Manhattan - a new school without traditions and a reputation – to the community and differentiate this David from the Goliaths.
Our provocative, awareness building campaign included print advertising, website and digital told through the personal experiences of those who knew it best: its students, parents, teachers and administrators.
