Creosote Affects

People build brands. When an institution’s own people understand, buy in, are motivated and get excited in all the ways you intend others to, you can achieve your branding goals. This week Emily Hajjar, Mary Adelle Walters and Kristi Kraft spent the day with Foxcroft School sharing the research, strategy and creative expression behind the work we’ve been doing with Bethany Stotler—and empowering the community to strengthen the school's brand. Together, we run. More to come.

Every communication is an opportunity to shape the perception of a brand. Pomfret rolled out a new acceptance and yield video campaign this spring that elevated stories of authenticity, personal growth and connections. Watch the teaser reel ⬇️ Combining our expertise with our partners' always delivers, and this production was no different. This was a collaborative effort with Pomfret School and Mwendo. Creosote helps schools establish cohesive brand narratives—telling stories that become conversations, conversations that become new relationships and new relationships that build powerful brands.

After 100 years, one constant remains: a bold commitment to educational excellence. The Meadowbrook School of Weston's centennial mark was developed to be iconic, yet flexible enough to support celebrations, community events, and fundraising efforts. Concepting and refinements brought us to a logo that was awarded Gold by the Educational Advertising Awards. 🏆 We're obsessed with helping schools strengthen their brand through the strategic creative assets that engage their most important audiences.

Episcopal High School is the only 100% boarding school located in a major metropolitan center and the only one in the nation's capital. This place—with its people, principles, and potential—is where courage grows. Episcopal partnered with Creosote for a discovery process and creative platform that would create buy-in, connect its mission and differentiators with market values and powerfully speak to admissions audiences. A gold-winning viewbook. And part of a strategy delivering measurable results in admissions.

Every day, Saddle River Day School creates an entire experience designed for students to take charge of their future. Earlier this year, the school announced the "Building the Future" campaign. And earlier this month, the campaign's case for support won Gold in the EduAdAwards. This piece is just one part of a campaign rollout and continued annual fundraising efforts that inspire donors to help SRDS provide the absolute best for its students, its faculty and its community. . . . . Copywriting: Barb Ruppert Design: Colton Serra Account Management: Kristi Kraft Project Management: Josie Dillard Creative Direction: Emily Hajjar

In the past year at Creosote Affects I have studied schools of all sizes (100 to 1,500+ students), all kinds (day, boarding, single-sex, religiously affiliated, etc.), and all types (PK–8, 9–12, K–12, etc.) around the country. Some engagements included only a few research activities, while others were comprehensive brand research involving multiple days on campus and deep-dive research. Just a few observations (for now) that have proven consistent in this recent work... 1. Expectations for outcomes and college placement are high.  Most parents cling to an outdated view of college counseling and desire acceptance to a list of historically "elite" schools for their children. There are many reasons for this parental view (that others can share better than I!) but it poses two important questions for independent schools to consider: What are the outcomes a school values (and can deliver)? What is the outcome a school's market is willing to pay for (and the school can deliver)? These questions even apply to K–8 outcomes when considering secondary school placement. 2. Schools reach enrollment and fundraising goals when they listen to their market.   Most schools are unaware of what their most important audiences (prospective and current families and prospective and current donors) *actually* value about their school. Schools that align their resources around strategic priorities that are congruent with what the market values, thrive. Period, hard stop. Some schools are in markets that allow for some ambiguity around this, but the vast majority are not 3. Schools are accepting and enrolling a much broader range of learners. This is an observation, not a judgment. In my work, this fact often comes to light because of the strain it places on faculty (this cannot be discounted in this hiring/retention employment landscape) and on reputation in the market (often an unintentional shift driven solely by word of mouth from prospective and current families) and often a conversation that is elevated to the board level. 4. A strong academic program is still the top factor for enrollment for most schools. School leaders and faculty are doing hard, necessary work to create robust experiences for students and build DEIB and SEL programs that become part of school culture. It is critical for schools to illustrate how these efforts support a learning experience that prepares students academically. 5. "Community" alone is not worth the cost of tuition. Most schools believe their community is unique. I completely agree. However, no two communities are exactly alike. Schools should do the work that uncovers the behaviors, desires, and motivations that define why people love and value your community. That's your brand and that's how you can create effective strategies to help you reach your goals.

Pomfret found a better, more human way to prepare students for college, career and life success as healthier and more resilient beings. And Creosote is delivering strategies to elevate the Pomfret brand, reinforcing the school’s strong reputation and aligning messages with its market. “In your time here, you will evolve. And you can be sure that we will, too. Because these years are about growing, embracing the strength and courage that comes with change, on your quest to be more human. Let your evolution begin.”

Thank you for the opportunity to participate in the New Jersey Association of Independent Schools (NJAIS) Marketing and Communications Conference! 🔹 Consumers don’t share the ordinary. Being timid won’t get it done. We dig deeply into a school’s values to develop strategies that align with your most important audiences no matter how they are tuned in.

🎶 I'm going, going, back, back, to Jersey, Jersey... ...where my independent school career began. 💜 I'm speaking about LEADERSHIP PATHWAYS at the New Jersey Association of Independent Schools (NJAIS) Conference for Marketing and Communication Professionals on January 11, 2024. I'm also excited to be joined by fellow speaker Brendan Schneider and conference sponsor Creosote Affects! Thanks to the Delbarton School in Morristown, NJ, for serving as the host school for this event. REGISTER HERE ⏩⏩⏩ https://lnkd.in/g_npXwwd