Girl student in classroom sitting at a desk with an open book and laptop holding a pencil

Overview

Located in a competitive market on the westside of Cleveland, Lutheran West struggled to stand out among private school options—and the school’s identity lacked the clarity and energy to support its expansion goals. With a vision to launch a new middle school and increase high school enrollment, Lutheran West turned to TWIST to lead a brand reset and develop an integrated marketing strategy built for growth.

Goal

Reposition Lutheran West to increase enrollment for both high school and middle school, strengthen overall brand awareness, and equip the admissions team with a high-performance sales and communications platform.

lutheran west seal
lutheran west logo
Lutheran west posters featuring different students

Solution

TWIST began with a full brand strategy engagement to define Lutheran West’s values, clarify its value propositions by audience, and express its unique culture in a way that would resonate with both high school and middle school parents.

We authored a messaging platform and brand story that reintroduced the school to the community with clarity, conviction, and emotional weight. Then we launched a full-funnel marketing campaign—across paid, owned, and earned media—to target families at key decision-making stages.

For the new middle school launch, TWIST designed messaging and media plans tailored to parents with younger students, ensuring Lutheran West could build early relationships and trust. In parallel, we worked directly with the admissions team to refine the sales journey, create supporting materials, and implement tracking strategies for lead nurturing and follow-up.

Results

40%

Increase in brand awareness across key markets

20%

Increase in high school applications after the campaign launch

100%

Middle school enrollment achieved in the first year of launch

posters featuring students and the words go west
teacher working with two students in a classroom
student leaning against a wall
students playing instruments
student raising their hand in class
“The strategy presentation put together for Lutheran West by TWIST Creative was hands-down the best marketing presentation I have ever been presented with. 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. 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.”
Christopher Steinmann CEO & Superintendent, Cleveland Lutheran High School Association
Digital Display & Social Media Campaigns
lutheran west digital ads shown on a desktop and iphone

Relevant Work

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