This document summarizes a panel discussion by Corey, a branding agency that helps organizations attract audiences through clear and meaningful brand messages and experiences. It discusses Corey's services such as website design, social media strategy, branding, and graphic design. It also lists some of Corey's clients, which include several independent schools in New England. The document then discusses trends Corey is seeing in independent K-12 schools, such as increased tuition leading families to seek both prestige and return on investment. It also provides examples of branding work Corey has done for Buckingham Browne & Nichols School and Riverbend School.

2. CAMBRIDGE
MONTESSORI
SCHOOL
PANEL DISCUSSION
NOVEMBER 13, 2015

3. WHAT WE DO
We help organizations attract and engage their
audiences by creating clear, distinctive and
meaningful brand messages and experiences.

4. WHO WE ARE
We help organizations attract and engage their
audiences through creating clear, distinctive and
meaningful brand messages and experiences.
And we promise a lot
of fun along the way.

5. COREY SERVICES OVERVIEW
Responsive & Mobile Websites
CMS & Apps
User Experience Design
Social Media Strategy
Product Demos
Motion Design & Video
Brand Identity Programs & Logos
Corporate Graphic manuals & Style Guides
Collateral Systems
Ad & Direct Response Campaigns
Environmental Graphics
Product Packaging
Data Visualization & Infographics
Positioning
Messaging
Naming & Nomenclature Systems
Tag Line Development
Brand Manifestos & Training Programs
BRANDING
PHYSICAL
DIGITAL

6. COREY VERTICAL MARKETS
Undergraduate
Graduate
Professional Schools
K–12
Technology
EDUCATION HEALTH CARE B2B NONPROFIT
Hospitals
Community Health
Biotech
Pharmaceutical
Publishing
Technology
Financial Services
Professional Services
Technology
Publishing
Foundations
NGOs
Cultural Organizations
Associations

7. EXPERIENCE WITH INDEPENDENT SCHOOLS
Association of Independent Schools in New England
(AISNE)
Belmont Hill School
Boston University Academy
Buckingham Browne & Nichols School
Concord Academy
Cushing Academy
Derby Academy
Exploration Summer Programs (EXPLO)
Lincoln School for Girls
Middlesex School
New Hampton School
Noble & Greenough School
Philips Exeter Academy
Riverbend School

8. WHAT WE’RE
SEEING

9. Higher tuition means families are more discerning,
seeking both brand (bragging rights)
and ROI (prep for college).
ABOUT ADMISSIONS MARKETING FOR ALL SCHOOLS

10. Social networking is word-of-mouth on steroids,
enabling the “stealth applicant” to learn
about you without your knowledge.
ABOUT ADMISSIONS MARKETING FOR ALL SCHOOLS

11. There is increasing competition from public schools
and charter schools, particularly in affluent
communities.
ABOUT ADMISSIONS MARKETING FOR ALL SCHOOLS

12. Many parochial schools offer private
education at a much lower cost.
ABOUT ADMISSIONS MARKETING FOR ALL SCHOOLS

13. ABOUT ADMISSIONS MARKETING FOR ALL SCHOOLS
Pre-K–8 schools are seeing more competition at grade
7–8 from schools that offer grades 7–12.

14. • Authenticity is essential.
• Clear brand position (who are you?) and
compelling value proposition (why should I
care?) are more important than ever.
• Only consistent messaging and visual
expression can cut through the noise.
TAKEAWAYS

15. BUCKINGHAM
BROWNE & NICHOLS
SCHOOL

16. The Big Idea:
BB&N = CAMBRIDGE
• Intellectually vibrant
• Adventurous
• Eclectic
• Cosmopolitan
BUCKINGHAM BROWNE & NICHOLS SCHOOL

21. RIVERBEND SCHOOL

22. The Big Idea:
Riverbend = Montessori in Motion
• An innovative approach to Montessori
education (previous tag line: “An Innovative
Montessori Education”)
• “in motion” aligns with location on the
Charles River
RIVERBEND SCHOOL

23. RIVERBEND SCHOOL – WEBSITE

24. RIVERBEND SCHOOL – VIEWBOOK

25. RIVERBEND SCHOOL – CURRICULUM GUIDE

26. RIVERBEND SCHOOL – PRINT

27. TAKEAWAYS
Parents go from “Will this school GET my kid?”

28. TAKEAWAYS
To “Will this school get my kid into college?”