The Caepe School
Situation
The Caepe School is a private, nonprofit, K-8 institution serving the Anthem area. Founded in 2008 by
Darren and Tamara Lee, the school’s mission is to provide a positive and affirming learning environment
by employing a competitively based, multiage classroom. Cooley Advertising & Public Relations has provided advertising and
public relations for all aspects of The Caepe School since its inception in March 2008. The agency was
challenged with creating an advertising and public relations campaign that would quickly establish The
Caepe School’s brand identity and unique positioning in the marketplace. Furthermore, The Caepe School
needed to quickly meet target enrollment numbers by the first day of classes, August 11, 2008.
Objectives
- Brand The Caepe School as a highly innovative institution, capable of providing children with a top shelf education and the opportunity for self-discovery.
- Achieve maximum enrollment before mid-August start of classes.
Strategies
- Create Awareness
- Colorful, emotionally driven message crafted to inform families of the school’s existence and purpose.
- This also served to position The Caepe School, highlighting its low student/teacher ratios, multiage classrooms and focus on guiding a child’s development.
- Drive Traffic
- To continue motivating prospective families to inquire about the school; this message aimed to instill a sense of urgency, emphasizing the school’s tight enrollment cap and rapidly approaching start date.
Results
- The Caepe School opened with its classes full on the first day.
- The overwhelming success of The Caepe School subsequently led to the establishment of The Caepe Preschool, for which Cooley has been entrusted with marketing & branding as well.