Gerundio + Semper Altius School Network
How to convey an educational offer in a strategic way?
Listening to parents to achieve effective communication
Services
Research and Strategy
Brand and Communication
Challenge
The Semper Altius School Network, with over six decades of history in Mexico and more than 14 schools distributed throughout the country, set the challenge of thoroughly understanding the changing expectations of parents when choosing a school for their children.
Through a profound understanding of their needs and interests, they wanted to evolve the way they expose and communicate their educational offering to the outside world.
Solution
We began with a comprehensive study carried out internally by the Semper Altius School Network, in which they identified the key attributes that parents look for when choosing a school. These attributes included aspects such as academic level, comprehensive education, English proficiency, and facilities, among others.
However, we set out to go further, delving deeper into the meaning each attribute holds for them. We interviewed more than 25 parents with children in different educational levels, both in schools within the network and in competing institutions, and located in different states across the country.
Through this qualitative research exercise, we were able to provide more depth to what these attributes represent for parents, 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 they are all part of the same network, each school has its own characteristics and personality.
As a result, we created a modular communication campaign with more than 130 combinations of messages and graphic elements that can be adapted to the specific communication needs of each school in the network.
Impact
- Qualitative complement to their market research.
- Evolution of the communication campaign.
Learning
“Listening to parents to understand their main concerns, needs, worries, and motivators helped us give a new focus to our communication campaign, diversifying it, and adding more depth to it.”
