With Shipley’s new brand in place, BG’s public relations team was tasked with bringing this re-energized messaging strategy to life through storytelling, as a means of increasing awareness of Shipley in the Greater Philadelphia area, filling the pipeline with qualified prospective students and parents, and increasing overall student yield.
Through a program focused on media relations, thought leadership, and community outreach, Shipley enjoys a consistent stream of positive coverage in local, regional, and national media. As a result, we’re placing stories directly in the hands of the school’s target audiences—stories that are rife with Shipley’s key brand messages, highlight the breadth of experience and expertise of Shipley’s leadership team, and demonstrate the school’s the value proposition.
K12 Inc. is a provider of free full-time online education programs for students in kindergarten through high school. By providing flexible at-home education options, K12 gives families an alternative to the traditional “brick and mortar” schooling experience. In 2011, K12 sought to increase public awareness of virtual education, bring online education into the mainstream and promote its offerings in the local communities it serves. BG was engaged to execute simultaneous localized media relations campaigns on behalf of K12-affiliated online charter schools in Pennsylvania, Ohio and Indiana. In 2013, the scope expanded to include Michigan, South Carolina, Florida, Tennessee, Georgia and Arkansas, as well as three private online schools, and in 2014 we added Minnesota and Wisconsin to our roster.
The Shipley School is situated in one of the most competitive archipelagos of selective private schools in the nation. Shipley in particular suffered from a reputation as being the “softer,” “artsier” school. Ironically, these very qualities—the freedom to explore, creativity in all pursuits, backed by classical rigor—led to the kind of deeply rooted education preferred by selective universities and employers. Our job was to embed this essence in a brand that assured parents as powerfully as it inspired their kids.
The Philadelphia Holocaust Remembrance Foundation tasked us with creating awareness of their proposed Education Center. They sought powerful, galvanizing creative that would demonstrate the importance of the center and spur donations. Our solution was a stunning website and printed brochure that vividly illustrated the urgency of preserving the memory of the Holocaust as survivors dwindle. To date, donors have responded enthusiastically, the organization has secured renowned architect Moshe Safdie and the Education Center is one step closer to becoming a reality.