Gross Catholic High School
Branding Campaign
Standing room only at placement test in February, including almost 100 “sixth and seventh graders” who took their practice exam at GCHS, indicating strong interest in the school.
The new brand roll-out was enthusiastically received by the entire community. The video was viewed 4,200 times to date with 75 shares by current families and alumni.
The digital marketing campaign drove a significant increase in website engagement from 2017 to 2018. While the digital campaign was in the market (September – December) the website saw an increase in traffic of over 7,523 visitors.
Challenge
On the brink of their school’s 50th Anniversary, Gross Catholic High School administrators approached EG Integrated because they were concerned that their current brand wasn’t authentically reflective of their mission, vision and values, and felt it was adversely affecting enrollment. Gross Catholic is an established, highly regarded Archdiocesan Catholic High School located just south of the Omaha city limits. Gross Catholic is one of seven private, Catholic high schools in the Omaha metro area and competes for a share of voice against schools with much larger marketing budgets. In addition, Gross Catholic is surrounded by quality public school systems.
Solution
EG Integrated conducted extensive market research to help inform and capture the true essence of the Gross Catholic brand. Surveys and focus groups were conducted with alumni, current and prospective parents, parents of alumni, students, and faculty & staff. Common themes that emerged from the research included faith, community and leadership, and characteristics such as hardworking and down-to-earth. These attributes, paired with the school’s motto Dux Esto (Be a Leader) allowed the team to arrive at the three core values: Authentically Faithful, Purposefully Compassionate and Academically Driven. All fully defined in a brand platform that Gross Catholic will use to guide all communications.
EG Integrated also developed a dynamic visual brand system, including a new official school logo, a new athletic logo, a brand guide and a new recruiting brochure. With the launch of the brand, the team at EG built a comprehensive, tactical marketing plan to create brand awareness and drive enrollment – maximizing the school’s limited budget and showcasing the new brand to prospective families.
Result
“The team at EG Integrated was incredible! Through a comprehensive research process with our many constituencies, they were able to turn our abstract ideas into a creative brand message that really resonates with the entire Cougar family. We are very proud of our new brand, and I can’t thank the EG team enough for making Gross Catholic look so good.”
– Nicole, Director Advancement, Gross Catholic High School
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