Keith Country Day School is Rockford region’s only nationally ranked, independent college-prep school for students ages 3 through 12th grade. Often described as one of the most beautiful campuses in northern Illinois, Keith uniquely combines strong academics with the most inclusive and friendly private school atmosphere. There is a plethora of strong private education options within the Rockford region, so Keith officials hired Chartwell Agency to set them apart and make Keith the private school of choice.
Solution
Chartwell developed a direct mail campaign to attract, qualify, advance and convert targeted prospects into new Keith families. Each direct mail piece was designed to grab attention in their designs, promote the campus and position Keith as the premier private school in the community while sharing the positive, family-friendly environment. As critical was the importance of gaining attention to Keith’s elementary school.
The first piece, You’ll Fall for Keith School, shared information about the autumn open house with a visually inspiring and colorful postcard of happy elementary school children enjoying time together. The second piece, Supercharge Your Preschooler’s Learning at Keith, further targeted appropriate families with children in superhero outfits drawing attention to the imaginative postcard. The third piece in the campaign, Start Here, promoted the winter open house with a flavor of Keith from preschool through graduation and shared the outcomes Keith provides to its students.
Outcome
The impact from the direct mail pieces was significant and measurable with turnout for the open houses substantially better than previous years and interest extremely enhanced for the preschool program.
