Montverde Academy

OVERVIEW
Established in 1912, Montverde Academy is an independent, coeducational boarding and day school. Traditionally the Academy only offered grades seven through 12 (upper school). Recently, the Academy launched a competitive day program for Pre-Kindergarten through sixth grade (lower school). As a result of its new endeavors, the Academy needed a re-branding initiative, which included a new viewbook,Web site, direct mail, and billboards.

MARKETING REQUIREMENTS
Establish a new graphic look/creative positioning for the Academy that better represents its multiple offerings, including its lower and upper schools. Communication elements included a new viewbook, Web site, direct mail, and billboards.

CREATIVE APPROACH
Because the Academy is targeting two different audiences, Patterson/Bach developed two different messages. For the lower grade school, the creative theme is “When they start here, they finish ahead.” And, the graphic images focus on young children. For the upper grade school, the creative theme is “Because their future is so important.” And, the graphic images focus on middle and high school-age children.

EVALUATION
The Academy has received a very high response from the direct advertising campaign–filling the first enrollment for the lower school program months before it launched.

View Book

Web Site

Lower Grades Direct Mail

Upper Grades Direct Mail

Lower Grades Billboard

Upper Grades Billboard