What makes Hogwarts feel larger than life? It’s not just the castle, the moving staircases, or the magic—it’s the story, traditions, and sense of belonging. Schools can create that same magic through strategic storytelling. From the moment students are sorted into houses to the deep-rooted traditions that shape their experiences, Hogwarts isn’t just a school; it’s a legend. The same is true for schools within the Lutheran High School Association of Greater Milwaukee (LHSAGM)—each with its own mission, values, and traditions that create a sense of belonging. But in a world full of choices, how can schools stand out and build lasting connections? The secret isn’t magic—it’s storytelling. A well-crafted school brand doesn’t just inform; it creates identity, loyalty, and pride. Let’s explore how schools like Milwaukee Lutheran, Lake Country Lutheran, and Martin Luther can harness the same branding magic that makes Hogwarts unforgettable.

One of the reasons Hogwarts feels so iconic is its House System—each house has a distinct identity, values, and culture that students immediately connect with. This sense of clarity and belonging is just as crucial for schools. Within LHSAGM, each school—Milwaukee Lutheran, Lake Country Lutheran, and Martin Luther—shares a foundation of faith-based education but thrives on its own unique strengths. Milwaukee Lutheran is built on tradition and community, Lake Country Lutheran encourages excellent and ambition, and Martin Luther focuses on innovation and real-world preparation. When schools clearly define their brand identity, they create a strong emotional connection with students and families, making them feel like they’re part of something bigger. A well-crafted identity isn’t just about logos or slogans—it’s about crafting a compelling story that resonates and builds long-term loyalty. Schools that embrace and communicate their uniqueness stand out, inspire pride, and attract families who truly align with their mission.

At Hogwarts, the Sorting Hat does more than place students in houses—it gives them an immediate sense of identity and belonging within the school. That feeling of connection is just as critical for students and families choosing a high school. In LHSAGM, schools must go beyond academics to create environments where students feel seen, valued, and part of a greater mission. Strategic branding and storytelling play a crucial role in making this happen. When a school’s values, traditions, and culture are clearly communicated—through everything from visual identity to student testimonials—it helps families see where they fit. Whether it’s the rich traditions of Milwaukee Lutheran, the competitive drive of Lake Country Lutheran, or the dynamic energy of Martin Luther, each school must tell a story that invites students in and makes them feel at home. A strong brand isn’t just about attracting students—it’s about helping them say, “This is where I belong.”

At Hogwarts, storytelling isn’t just a backdrop—it’s the foundation of its legendary reputation. Schools, too, have the power to shape how they are perceived, how students connect, and how communities rally behind them. A strong, strategic brand doesn’t just inform; it inspires, engages, and fosters lifelong loyalty.

At TWIST Creative, we’ve helped schools like those in the Lutheran High School Association of Greater Milwaukee define their unique identities, craft compelling narratives, and create lasting impressions. Whether it’s through bold visual branding, strategic messaging, or immersive storytelling, we ensure that every school’s brand not only stands out but also feels like home for students and families. Because when a school’s story is told the right way, it doesn’t just attract—it builds a legacy.

Ready to make your school’s brand legendary? Let’s write the next chapter together.

Your School’s Colors Matter To Your Community

You’ve felt it before—the instant energy of a packed stadium, the excitement, the camaraderie, the unspoken sense of belonging. What makes that moment so powerful? Color.

Color isn’t just about aesthetics; it’s a defining element of identity. It unites communities, fuels school spirit, and creates lasting impressions. And in the world of education, no visual cue is more powerful than a school’s colors.

More Than Tradition—A Strategic Asset

School colors aren’t just for game days and pep rallies; they shape a school’s brand identity. Whether in marketing materials, hallways, uniforms, or digital content, the right colors communicate pride, heritage, and excellence. Here’s why school administrators should take a strategic approach to their school’s color identity:

1. Unity & Belonging. Colors create an instant sense of identity and inclusion. Spirit days like “Blue and Gold Day” help foster school unity, making students, faculty, and alumni feel part of something bigger. When a school embraces its colors in everything from classrooms to communications, engagement naturally follows.

2. Pride That Lasts Generations. From letterman jackets to graduation gowns, school colors are a badge of honor. They represent a shared experience, connecting past, present, and future students. Whether featured in yearbooks, crests, or alumni memorabilia, colors reinforce school spirit for decades to come.

3. Brand & Marketing Power. The right color palette strengthens a school’s brand. When applied consistently across marketing materials—brochures, websites, signage, and social media—colors build recognition and trust. They set a school apart from competitors and enhance recruitment efforts by making a lasting visual impact.

4. Creative, Cost-Effective Engagement. School colors can transform everyday moments into memorable experiences. Whether it’s themed spirit weeks, color-coordinated bake sales, or student-led design projects like murals and bulletin boards, color becomes a low-cost but high-impact tool for engagement.

5. A Smart Investment in Identity. Choosing (or refreshing) the right school colors isn’t just a design decision—it’s a strategic investment. The right shades and combinations should work across digital, print, merchandise, and even campus interiors to ensure a cohesive, recognizable brand.

Make Your School Colors Work for You

At TWIST, we understand the psychology of color and its role in branding. Whether you’re launching a new identity or refining an existing one, we specialize in selecting timeless, modern palettes that transition seamlessly across digital, print, apparel, and school interiors. Let’s make your school’s colors work harder—unifying your community, elevating your brand, and inspiring future generations.

As a Principal, Head of School, or Director of Marketing and Admissions, you’re constantly balancing multiple responsibilities—growing awareness, increasing enrollment, and managing resources, all while keeping an eye on your school’s budget. The challenge is real: How do you do it all and still drive results?

The Budget Challenge: Making Every Dollar Count

Most schools operate on tight marketing budgets but success isn’t about spending more; it’s about spending smarter. The key is developing a strategic, long-term approach that builds awareness and converts interest into enrollment.

Many schools make the mistake of launching short-term marketing efforts and expecting immediate results. However, in our experience, meaningful enrollment growth typically requires at least six months to a year of consistent advertising and engagement. If your school has little to no brand awareness, it takes both time and investment to change that—and with feeder sources for private schools diminishing, more schools actively marketing, competition is increasing.

How Much Should You Invest?

If your school has never had a dedicated marketing budget, determining the right amount can feel overwhelming. We typically see schools investing between $100,000–$200,000 annually in developing brand strategy, creating marketing materials, and placing media.

But here’s the critical piece: Your marketing investment should pay for itself.

∙ If you gain just 10 new students who stay through graduation, your investment more than covers its cost.
∙ Without marketing, you risk losing prospective families to competing schools and struggling to recover lost enrollment.

Addressing the Board: Making the Case for Marketing

For faith-based and private schools, gaining board approval for marketing budgets can be a challenge. Board members are tasked with financial stewardship, and large expenditures can feel risky. But not investing in marketing is an even greater risk—because if families don’t know about your school or don’t fully appreciate its value, they won’t enroll.

How to Present the Cost to Your Board

When making the case for marketing investment, consider these key questions:

1. What’s your enrollment growth goal?
∙ Do you have at least three times that number in your prospective student pipeline?
∙ If not, marketing can help increase inquiries and visits.

2. Will the investment generate long-term returns?
∙ If each new student brings in tuition revenue for multiple years, does that revenue exceed your marketing budget?

3. What’s the cost of doing nothing?
∙ If you don’t market your school, how will you replace the students you lose?
∙ Where will new families come from if awareness remains low?

4. Do you have the capacity to manage marketing alone?
∙ Admissions and marketing teams are stretched thin.
∙ Is it time to bring in reinforcements to help maximize impact?

Now Is the Time to Act

As you plan for your next enrollment cycle, this is the perfect moment to present a marketing budget and strategy to your board. Let’s have a conversation about how to increase your school’s awareness and appreciation, leading to stronger enrollment numbers.

Schedule a call today, and let’s build a plan that works for your school.

As the Trump administration takes office, education policy is set to enter a period of transformation, with a particular emphasis on school choice and increased competition. While details of the incoming administration’s policies are still emerging, the broad strokes indicate a move toward greater market-based competition in education. This may come in the form of expanded charter school funding, voucher programs for private schools, and additional support for homeschooling initiatives. These shifts mean more choice for parents and, consequently, a more competitive landscape for schools.

For independent, private, and faith-based schools, this presents both a challenge and an opportunity. On one hand, the growing emphasis on competition will require schools to differentiate themselves to attract students. On the other, families who previously may not have considered private or faith-based education might now have the financial support or incentives to do so. This changing environment presents a chance for private schools to reach a broader audience, one that aligns with the school’s mission and values.

Understanding the New Policy Environment

The anticipated education policies will prioritize “school choice,” a concept that allows public funding to follow students to the schools their parents choose, whether that be a public school, charter school, or even a private institution. The proposed policies aim to increase federal funding for state-run voucher programs, giving families more financial freedom to explore alternatives to their neighborhood public schools. The administration’s goal is to drive competition among schools, encouraging improvements and innovation by creating a free-market dynamic within education.

For private and faith-based schools, this approach could mean access to students who might otherwise be unable to afford a private education. However, this opportunity comes with a caveat: if more schools are competing for the same students, only those that can clearly differentiate themselves and communicate their unique value will succeed in this more competitive landscape.

Communicating the Opportunity to Parents

As the competition for students grows, independent schools must educate parents on why now is an ideal time to consider private education. Communicating directly with parents about how their children will benefit academically, socially, and spiritually from a private education is key. With school choice expanding, parents have more power than ever to select an educational environment that aligns with their values, academic expectations, and vision for their child’s future.

Schools that proactively engage parents by highlighting their unique values and academic strengths will be well-positioned to capture this new audience. By framing this moment as a golden opportunity to enroll their children in a school that prioritizes not just academic achievement but also character development, community values, and a supportive environment, schools can leverage this new competitive landscape to increase both interest and enrollment.

Why Strategic Branding and Marketing Services Are Essential

In this competitive climate, clear and strategic messaging is crucial. Schools need to go beyond historical reputation to showcase the qualities that make them stand out in a crowded market. This is where customer research, positioning, brand strategy, and integrated marketing come into play. These services not only help to clarify a school’s identity but also drive the awareness and appreciation that ultimately lead to enrollment growth and capital support.

∙ Customer Research: Understanding the motivations, needs, and values of prospective parents is the first step in crafting a message that resonates. Customer research helps identify what parents are truly looking for in a school, enabling institutions to tailor their approach in ways that appeal directly to those factors.

∙ Positioning and Brand Strategy: With a clear understanding of parents’ needs, schools can then develop a brand strategy and positioning that communicates their unique strengths and aligns with the values and aspirations of prospective families. This involves identifying what sets the school apart—whether it’s a particular academic approach, a faith-based mission, or a nurturing community environment—and crafting messaging around these defining attributes.

∙ New Identity and Integrated Marketing: Updating the school’s identity (logo, standards and visuals) and implementing an integrated marketing campaign can make a significant impact in reaching and engaging prospective families. Whether through a refreshed logo, updated website, social media engagement, or targeted digital advertising, a well-executed marketing campaign conveys a school’s unique value and credibility.

These services, provided by a branding and marketing agency who are specialists in the field like TWIST, empower schools to raise capital for facility improvements, technology updates, and more. Enhanced facilities and cutting-edge programs further differentiate a school and increase its appeal in the eyes of prospective families. Each of these improvements creates a cycle of positive reinforcement: increased enrollment boosts funding, which enhances facilities and offerings, thereby attracting even more families.

Capitalizing on a New Competitive Landscape

With the right approach, private and faith-based schools can use the new market-driven education landscape to their advantage. By investing in strategic branding and marketing services, schools can ensure they stand out as top choices for families exploring their newly expanded educational options.

Now is the time to reach parents with a clear and compelling message, showing them that your school offers not only academic excellence but also a supportive community and a values-driven education. Schools that seize this opportunity will not only grow enrollment but also secure the support needed for future expansion and success. For admissions directors, school principals, superintendents, and board members, the takeaway is clear: the era of school choice is here, and with it comes a unique chance to position your school for long-term success.