Goshen Community Schools
"I Believe" Integrated Branding Campaign
With Indiana’s open enrollment policies increasing competition among public and private schools, Goshen Community Schools wanted to proactively build their brand and awareness to support enrollment. Time was of the essence, so Goshen turned to the proven experience of Villing+Co.
During many conversations with students, faculty, and other stakeholders, we noticed a consistent sense of pride. There was a genuine, steadfast belief in the school system and its quality education. Born was the simple yet powerful theme, “I believe.”
The “I believe” message came to life in many forms, beginning with the campaign graphic. Television, social and digital display ads and a designated microsite were supported by newspaper ads, outdoor advertising and a heartfelt testimonial video.
With enrollment deadlines on the horizon and summer movies in full swing, we extended the campaign into theaters – a logical, yet unexpected avenue for reaching our target audiences.
The idea was to position iBelieve as an upcoming movie with an onscreen commercial running in advance of real movie trailers. iBelieve movie posters and floor displays accompanied actual movie posters in the theater lobby. The promotion not only added a memorable twist to the campaign, it kept Goshen Community Schools top-of-mind as students and parents were considering fall enrollment.
As the campaign neared its end, enrollment had increased by 58 students and represented an immediate return of more than $358,000 in additional state funding – approximately 75% more than the school district’s total budget for the year.