Ridley College
RESULT: Admissions is up 35% in inquiries, 4% in applications, 45% in enrollments, 21% in campus interviews.
“From your first visit to campus to the execution of the brand with our board and faculty, Turnaround has provided nothing short of exceptional insight, professionalism, creativity, and support…Decreasing demographics and a depressed global economy make these challenging times for even the most stalwart and established of admissions offices and prep schools. Your work on Ridley’s behalf will certainly help us ride out this storm, leaving us stronger and better positioned. For that, please know that Ridley College and I are most grateful.”
— Andrew T. Weller, Ed.D., Dean of Admissions, Ridley College, St. Catharines, Ontario, Canada
As one of the oldest and most prestigious independent schools in Canada, Ridley College has educated generations of Canadians. This pre-k through postgraduate year boarding and day school in St. Catharines, Ontario, hired Turnaround and our frequent communications strategy partner Andrea Jarrell to develop a brand campaign. Our goal was to define Ridley’s most advantageous market position for recruitment and advancement success and articulate compelling brand messages to help this Canadian legend strengthen its brand presence in U.S. and global markets and gain even more momentum at home. How to accomplish this? Start with a head of school from the British system and an admissions dean fresh from East Coast U.S. prep schools, and add marketing expertise and communications strategy.
The results of this project came in stages.
As one of the oldest and most prestigious independent schools in Canada, Ridley College has educated generations of Canadians. This pre-k through postgraduate year boarding and day school in St. Catharines, Ontario, hired Turnaround and our frequent communications strategy partner Andrea Jarrell to develop a brand campaign. Our goal was to define Ridley’s most advantageous market position for recruitment and advancement success and articulate compelling brand messages to help this Canadian legend strengthen its brand presence in U.S. and global markets and gain even more momentum at home. How to accomplish this? Start with a head of school from the British system and an admissions dean fresh from East Coast U.S. prep schools, and add marketing expertise and communications strategy.
The results of this project came in stages.
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Brand Development
Brand building is a long-term process that takes community buy-in. After Turnaround developed the Ridley brand and story, they were enthusiastically embraced by the headmaster and board of governors. Next, the administration took ownership of it, and new materials were developed, including a "pocket primer" (pictured here), which was distributed at the brand rollout, led by Turnaround, to help internal constituents remember and absorb the brand messages. As Ridley began to use the new branding, the community learned to be consistent in its messaging and the benefits of a Ridley education became even clearer to all constituents. -
Enrollment Strategy
Our goal was to help this Canadian legend strengthen its brand presence in U.S. and global markets and gain even more momentum at home. Ridley has a powerful story and heritage. To introduce the school, we created a “brand” book that offers a sweeping overview of the Ridley experience for prospective families, but that can also be used to generate loyalty and interest among donors and alumni. The Ridley brand book tells the Ridley story in five “chapters”—Timeless Tradition, World Prep, Engaged Ridley, The Houses of Ridley, and A Legacy That’s Yours. Depending on the age of the prospective student, this introductory book is followed by either “Engaged Ridley: Where a Legacy Begins” about the Lower School or “World Prep: A Tradition, A School, A Ticket to the World” about the Upper School. Upper School prospects also receive “The Houses of Ridley: An Insider’s Guide for Day and Boarding Students to School Life.” Each of these books serve as a bump piece to keep communication open. The series also includes a light search/travel piece. As a result of Ridley's new brand and enrollment strategies, applications increased and in the first year, Ridley enjoyed an increase of 9% new student enrollment. In the second year, Ridley experienced an increase of 35% in inquiries; an increase of 4% in applications; an increase in 45% in enrollments; and an increase in 21% in campus interviews.