The Malvern School has long been a leader in early childhood education. A rise in demand for preschool programs has resulted in a competitive marketplace, leaving parents struggling to differentiate among the many choices. The Malvern School engaged Merz to craft a rebranding campaign that would be unique and stand out in the overcrowded regional marketplace.
Merz conducted in-depth market research with parents and staff to get at the core of what makes The Malvern School exceptional and determined that The Malvern School offered two things parents were looking for: A solid educational foundation and a caring environment for their child. While the competition focused primarily on education, it is the combination of the nurturing and engaging atmosphere that made The Malvern School unique. This led to a new positioning, centered around the tagline “Where Your Child Will Learn and Feel Loved.®” This messaging was supported by dynamic creative including a new website, photography, collateral, a digital ad campaign and radio and TV spots.
With a strategic media plan and a revamped, responsive website in place, both school registrations and website traffic saw significant growth within six months of the brand rollout. The Malvern School continues to grow with Merz leading their marketing efforts. They are entering new markets, adding new school locations and expanding their loyal family base everyday.