HOW DO YOU SCHOOL PARENTS ON THE VALUE OF AN EDUCATION?
St. Louis has the highest number of private schools per capita than any city in America after Boston. In such a competitive environment for students, New City School needed a way to stand apart from other independent private schools.
With a curriculum based on the Multiple Intelligences Theory of Harvard professor Howard Gardener, New City had a unique approach to education, but also a challenge of being the only non-suburban independent school.
Qualitative and quantitative research with parents led to the insight that parents evaluated private elementary schools on their ability to matriculate students to the more prestigious private high schools in the St. Louis area.
The campaign that came out of that understanding showed prospective parents that New City School prepared students for success in secondary school in a way that was compelling to those schools.
In the year after the campaign launched, New City School increased it enrollment by 15 percent ands the following year maximized its enrollment, and has done so every year since.