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Rock Point School is an intentionally small, independent, co-ed boarding and day school serving students in grades 9-12 from a variety of backgrounds who have struggled to find their place in more traditional schools. Rock Point School asked Marketing Partners for a positioning and rebranding project to turn around a multi-year drop in enrollment that was creating financial stress for this more than 90-year-old private, nonprofit boarding school.
How can a small, independent boarding school with limited marketing resources survive in a competitive market sensitive to demographic and economic trends?
Our research showed Rock Point School and its mission were positioned properly to fulfill a need in the crowded boarding school market—what this hidden gem needed was visibility, new tools, training in how to use them, message polishing, and an integrated communication program to get the word out.
Rock Point School's audiences include those who prefer traditional print media as well as those who prefer online media, or a mix of both. Our annual plans have evolved over the years as media habits have evolved and each year we recommend an allocation to test, evaluate, and compare a new media approach such as a newer social media network or a programmatic media buy.
We suddenly needed a way to show what a day is like for students at the School because the pandemic shut down on-campus tours — but outside visitors like a videographer could not go on campus either. So we worked quickly to create a video from still photos based on students' descriptions of their daily lives.
Forward-looking, warm, active, supportive, motivating, and effective are words that accurately reflect how MPI has worked for and collaborated with Rock Point School. We are an important part of educational options for high schoolers who benefit from a small, supportive academic structure. Since 2012, MPI's efforts have kept us visible and relevant in ways we could not have done alone.