Case Study
Sacramento Waldorf School:
Comprehensive Storytelling Marketing
Building inquiries for enrollment in a K-12 school
Sacramento Waldorf School fills a 22-acre campus along the American River in Fair Oaks, California, serving students in Kindergarten through 12th grade. After participating in a webinar by Lynne Golodner about Storytelling Marketing in fall of 2018, hosted by AWSNA (the Association for Waldorf Schools of North America), Sacramento Waldorf School reached out and asked for Your People’s assistance in focusing its marketing strategy to increase enrollment in the high school.
We began our work together in December of 2018, visiting the campus three times in the next year and a half. Our work was deep and far-reaching, and included the following elements:
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Development of Foundational Messaging, including the school’s Foundational Narrative, Vision, Mission, Tagline, Boilerplate and Email Signature
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Designed a special 60th anniversary logo and new athletics logo
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Created a Style Guide to drive cohesive, consistent graphic design for the school
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Professional Development Presentations & Trainings for the Faculty, Staff and Parent Group about how best to Market the school, how to build Brand Ambassadors, and how to use the school’s Story as a method for marketing
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Media Relations efforts that secured coverage in a variety of media outlets including KCRA, FOX 40, ABC 10, the Sacramento Bee, Inside Sacramento, CNBC, Valley Community Newspapers, Sacramento News & Review, and more
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Created content for weekly email newsletters
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Wrote weekly blogs
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Redesigned the school’s website
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Designed marketing booklets and other materials
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Built Strategies for Marketing, Social Media, Advertising and Brand Ambassador Initiatives and assisted with implementation of all
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Managed Advertising in Digital and Print formats, including creating ads, facilitating ad buys, and coordinating results reports
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Provided Crisis Communications support in several situations, including change of leadership, faculty dismissal, and a public health crisis spurred by new vaccine rules in California
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Photograph campus, students, and faculty for use in marketing materials
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Rewrite all faculty and staff bios in consistent format
During our contract, we worked with many faculty and administration leaders, hearing their concerns and desires, and creating plans to effectively grow inquiries and increase enrollment. We also educated faculty members about the power of marketing and how it fit with the Waldorf approach to education, using storytelling as the main vehicle to promote the school.
Cindi Bradshaw, Director of Admissions, Sacramento Waldorf School
“Amazing results in a short period of time. The Your People team has helped us create a stable
marketing foundation to support the growth of our school. From our digital footprint to public relations, they have significantly increased our inquiries and awareness of our school’s importance.”
Lower School Faculty, Sacramento Waldorf School
“The marketing firm, Your People, inspired us to communicate more effectively. Learning to bring information in a clear and meaningful ways even increased our awareness of main lesson curriculum delivery. We were inspired to renew our understanding of Waldorf education in order to communicate its value out to the greater world.”
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