The Fine Art of Market Differentiation
An outstanding PreK-12 independent school located in Lancaster, Pennsylvania, Lancaster Country Day School’s most direct competitor is an excellent public school system. In order to stand out, they need to differentiate themselves from a very cost-effective alternative.
Lancaster Country Day brought in Skelton Design and Robert Gray Writing and Editing to help them pinpoint their distinctions. We conducted interviews, toured facilities, and met with students and key thought leaders. We discovered a positioning and messaging strategy to guide development of a new admissions package that announces Lancaster Country Day’s independent school advantages in powerful and playful ways.
Complete Package
Capitalizing on the advantages of independent school education, we focused on Lancaster Country Day’s small class size and personalized learning, values education, and the richness of the school community.
Guided by our positioning and messaging work, writing was provided by in-house resources. Iconic items from the school were photographed and included throughout the publications to lend personality and warmth. A friendly, interactive design is maintained consistently throughout the entire communications package.
Capitalizing on the advantages of independent school education, we focused on Lancaster Country Day’s small class size and personalized learning, values education, and the richness of the school community.
Images of the school’s seminar style classes focus on small class size, personalized learning, and close faculty interaction. Key facts, statistics, and recognition are visually highlighted for ease of reading and to promote the school’s distinctions.
Large portrait photography features individual students, emphasizing the school’s commitment to student-centered learning. The close-knit community is emphasized through text and imagery showing students together with parents and faculty.
The school’s deep commitment to values education is powerfully portrayed by images of trust, like the open lockers found throughout the school.
Major Photography: Matthew Lester
Read earlier case studies from this series:
• Admissions Case Study: York College of Pennsylvania
Want to be notified when additional case studies in this series are posted?
Subscribe here to receive emails from us.