uniting tradition & vision to set a new standard of academic excellence
With more than 100 years in the business of providing a well-rounded liberal arts education for middle- and high-school scholars, athletes and artists, Detroit Country Day School (DCDS) engaged Identity to keep its branding and marketing on the cutting edge as it competes with academic institutions across the nation and around the globe.
Through a cadence of high-profile media stories and award-winning creative campaigns that engage donors and break fundraising records, Identity’s work has further cultivated the reputation of Detroit Country Day School as a celebrated institution of learning.
strategy for success
Identity deployed the following tactics and strategies in order to achieve success for Detroit Country Day School:
media relations
Identity helped position Detroit Country Day School as one of the nation’s top academic institutions through an engaging mix of print, digital and broadcast placements—including front-page stories, photo galleries and multimedia TV packages.
award-winning creative design
Identity’s design and implementation of numerous major advertising, marketing and brand standards campaigns have raised the standard of awareness for Detroit Country Day School, resulted in record-breaking donations and garnered several prestigious industry awards. Our team also developed a refreshed brand standards guide for the school and worked to review, curate, retire old logos, and in some cases create new brand elements over the course of several months, with the goal of narrowing the scope of marks used to promote the school. For the first time in the school’s 100-year history, a library of high-res files—and guidelines for their use—was made available to the school community.
digital advertising strategy & implementation
Since the launch of Detroit Country Day School’s new digital campaign in September 2018, Identity has engaged thousands of parents of potential students—utilizing social media and cost-per-click platforms—resulting in tangible success for their awareness and enrollment initiatives.
centennial anniversary campaign
Identity developed a comprehensive plan to leverage the Centennial Anniversary to expand brand awareness and increase engagement with internal DCDS employees, alumni and family communities, along with the external metro Detroit community. As part of this plan, Identity needed to consider ways to capitalize on opportunities to enhance the school’s influence, cultivate a strong pool of applicants to maintain and/or increase enrollment and to drive participation in annual fundraising commitments and advancement campaigns.
