A legacy private school reimagines its brand positioning to inspire families seeking an innovative education that blends academic rigor with student-led autonomy.
Rowland Hall
Recruitment Gets Reimagined
Audience research, new creative branding and high-performance media catapult a private school’s visibility.
A Sameness-to-Stand-Out Challenge
Rowland Hall, a 160-year-old private school, sought to demonstrate its premium value to parents and students in preK-12.
In a crowded market where major private schools share similar messaging, the school required a distinct, authentic identity to stand out.
The objective was to overcome barriers like tuition costs and school logistics by highlighting a superior, life-ready experience.
Strategic Approach
The strategy centered on a new value proposition, “Learn. Think. Do.” to spotlight foundational knowledge, critical analysis, and practical application.
Love conducted extensive research, including stakeholder workshops and competitive audits, to identify unique market differentiators, audience personas and messaging frameworks.
Love’s creative team set out to build a new branding playbook featuring assets that use a “modern frame” design to visually represent the unique, non-linear paths of Rowland Hall students.
An initial 90-day, data-driven media campaign targeted high-income families in a 30-mile radius of the Salt Lake City campus.
Massive Reach + Impact
The initial 90-day campaign successfully generated significant brand awareness and increased digital engagement.
Creative Success
0.42%
post-impression rate
“Think for Yourself” display creative was the top performer
Audience Growth
+31%
YOY increase
total new users and a 16% increase in sitewide sessions
2,000
paid social media engagements. Reaching 505,845 individuals and driving consistent link clicks to the school’s website.
2,755,846
impressions across programmatic display, native, and streaming audio channels
Everything we created
Love built a fresh brand look and logo to help the school stand out, then paired it with smart, targeted ads across social media and digital channels to ensure the right families actually saw it.
Primary School
Middle School
High School
Athletic logo mark
Brand Positioning Playbook
We reached thousands of new users previously unfamiliar with the school, creating a healthy foundation for long-term recruitment and enrollment.