Rossman School
Rossman School, a longstanding institution in St. Louis, sought to increase its visibility and build a pipeline of quality candidates to sustain future enrollment. The goal was to raise awareness, particularly among affluent families in the region, and position the school as a top educational choice amidst strong competition.
THE PROJECT
Rossman successfully engaged families who toured the school in person, but they needed effective strategy, content, and design to generate interest in visiting the school. To address this, we developed an awareness campaign, created new printed viewbooks, launched targeted social media and Google display campaigns, produced a feature video, sizzle reels, and parent interviews, and optimized print ad production while providing recommendations for media buying. Magnetize also provided location photography services to create a library of new images for use across all brand and campaign materials.
Objectives and results
Spark interest in the school and inspire people add Rossman to their list of schools to consider.
Increase the pipeline to establish a 12-18 month waitlist.
Inspire prospective families through a defined user experience and impactful storytelling.
Highlight Rossman’s global impact through its network of families and alumni.
Messaging strategy
We created a messaging strategy to guide our planning and creative work. This strategy was supported by three platforms that differentiated Rossman School and collectively answered the question “why Rossman?”
- Known
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A family-like learning environment where every child is recognized and belongs.
- Prepared
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A strong, well-balanced education to prepare children for what’s next.
- Principled
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Instilling values of kindness, honesty, respect and responsibility that students carry with them through life.
Only at Rossman
The Magnetize creative team crafted the campaign headline “rossman ready” to represent the exceptional level of preparedness reached by each child who attends Rossman. From the engaging curriculum to the supportive culture, this is a place where kids learn to grow and lead. Alliteration and lowercase typography made the campaign headline confident and approachable.
Audience-inspired channels
Our campaign plan maximized Rossman’s media resources and connected with audiences. The campaign included digital banners in local publications, Google digital display, and owned and paid social.
Sharing stories
We also produced a new admissions video as part of the campaign that highlighted a typical day at Rossman. We collaborated with a local video production studio for shooting and post-editing, while the Magnetize team handled the script and art direction. Our production work also included planning and facilitating interviews for a library of parent testimonial videos.