Lutheran High School West
One of many private schools on the west side, Lutheran West had been struggling to define their differentiation, as well as opportunity to high school parents. With the vision to begin a middle school quickly coming to light, the administration realized they had to reset their brand, and develop a fully integrated marketing strategy.
TWIST authored a brand strategy that expressed the values of the school, the value propositions per audience, brand story, and an approach to reach each of the target audiences. TWIST launched the brand through a marketing campaign that included paid, owned, and earned media. A media plan was developed that reached the middle school parents and students, as well as high school parents and students with a goal of leading to an admissions tour to get to know the administration, students, and teachers.
“The Strategy Presentation put together for Lutheran West by TWIST Creative was hands-down the best marketing presentation I have ever been presented with,” said Chris Steinmann, Superintendent and CEO of Cleveland Lutheran High School Association. “The TWIST team's combination of market research and analysis of our current position led to branding strategies that—not only hit on who we are—they really got to the depth of who we want to be in the future and how we want the community to see us. As I read the words and ideas from TWIST, I felt like we were finally working with a company who truly understood our school. I have seen presentations from dozens of marketing firms over the years and none of them compare with the work that TWIST has done on our behalf.”
TWIST also helped to refine the overall sales process for the admissions team, determining necessary materials, follow-up, and how to track success of each potential lead. In addition, TWIST provided the in-house team with materials and a strategy to continue to move forward throughout the year.