Quick Studies for Independent Schools-Allow Us to Reintroduce Ourselves: Pingry School’s Unexpected Rebrand

Video Transcription

Video Summary

In this video transcript, Emily Cook, from the Pingree School, and Tom Sternal from Generation discuss a recent rebranding project. The goal of the rebrand was to change the perception of the school and highlight the joy and love of learning that exists within the community. The process involved extensive research, interviews, and focus groups to develop a deep understanding of the school's culture and reputation. The resulting messaging centered around the idea of "We Love School" and was designed to create a feeling of authenticity and inclusivity.<br /><br />To generate interest and excitement around the rebrand, the team intentionally fueled rumors and misinformation, creating a buzz among students and stakeholders. This was done through videos and social media posts that exaggerated the changes being made, such as new colors, a different mascot, and the elimination of the school's seal. This strategy allowed for a much more engaging and interactive rollout, with students eagerly anticipating the official announcement and clarification.<br /><br />The final deliverables of the rebrand included a revised website, a new admissions viewbook, and a video showcasing the students' perspective on why they love school. The project has been deemed successful, with a significant increase in applications compared to the previous year. Overall, the rebrand focused on redefining the school's reputation, celebrating its strengths, and creating a sense of excitement and belonging within the community.

Keywords

rebranding project

perception change

joy of learning

extensive research

messaging

authenticity and inclusivity

rumors and misinformation