Gerund + Semper Altius School Network
How to convey an educational offer in a strategic way?
Listening to parents to achieve effective communication
Services
- Strategic Design & Innovation
- Branding & Communication
Challenge
The Semper Altius School Network, with over six decades of history in Mexico and more than 14 schools throughout the country, set out to thoroughly understand the changing expectations of mothers and fathers when choosing a school for their children.
Through a deep understanding of their needs and interests, they sought to evolve the way they present and communicate their educational offering externally.
Solution
We start from a comprehensive study developed internally by the Semper Altius School Network, in which they identified the main attributes that mothers and fathers look for when choosing a school, including aspects such as academic level, comprehensive education, English level, and facilities, among others.
Nevertheless, we set out to go further, delving into the meaning each attribute holds for them. We interviewed over 25 mothers and fathers with children at different educational levels, both in schools within our network and in competing schools, located in various states across the country.
Through this qualitative research exercise, we were able to gain a deeper understanding of what these attributes mean to mothers and fathers, as well as the similarities and differences in their experiences when choosing a school for their children.
With a more solid definition of these attributes, we developed a communication strategy that expresses the schools' offerings more effectively, understanding and respecting the fact that, while all are part of the same network, each school has its own characteristics and personality.
As a result, we created a modular communication campaign, with over 130 combinations of messages and graphic elements that can be adapted to the specific communication needs of each school in the network.
Impact
- Qualitative supplement to your market research.
- Evolution of the communication campaign.
Learning
«Listening to parents to understand their main concerns, needs, worries, and motivators helped us give our communication campaign a new focus, diversify it, and add depth to it.
