Awty Admissions Case Study

TESLA CADENA’S

CASE STUDY OF THE AWTY INTERNATIONAL SCHOOL’S

admissions campaign 2020-2021

OVERVIEW Company Background The Awty International School, nestled in Houston, Texas, stands as a beacon of educational excellence with a global perspective.

Committed to fostering an environment where students thrive academically and culturally, Awty is renowned for its international curriculum and vibrant, diverse community. The school aims to provide students with a rigorous education that encourages intellectual curiosity, promotes critical thinking, and instills a lifelong love of learning. Awty prepares students to be responsible global citizens and future leaders.

Target Audience Many of Awty’s parents were well-educated, highly successful expatriates from around the world who prioritized investing in their children’s education. Awty is Houston’s most diverse faculty and student body, so I provided communications in multiple languages to a global audience of parents who recognize the value of a diverse and inclusive learning environment.

OBJECTIVES Enhanced Brand Visibility: The aim was to communicate the school's core values, educational philosophy, and commitment to fostering a global perspective in its students.

Through strategic communication channels, such as digital platforms, sponsored events, and advertisements for community publications, The Awty International School strengthened its brand visibility, ensuring that its positive reputation resonates locally and internationally.

My Role I assumed a multifaceted role, creating and promoting diverse collateral. Responsibilities ranged from crafting graphic designs for digital and print marketing to meticulously updating the school's website, producing compelling videos, and capturing photos that portrayed Awty positively. Collaborating with admissions, I contributed to strategic content release planning, ensuring optimal engagement across various channels. In essence, my role encompassed creative design, multimedia production, and strategic coordination.

Increase In Application Submissions: 1.

The primary objective was to broaden the pool of prospective students, attracting those who 2. with Awty’s values. A robust admissions align

campaign encouraged families seeking a highquality education to enroll. The increased applications not only reflect the school's 3. desirability but also allow for a more selective admissions process, ensuring a student body that embodies the institution's commitment to 4.

excellence. Every effort was made to establish The Awty International School as the top choice for families seeking a world-class education.

challenges & solutions COVID-19 created uncertainties and concerns among potential applicants.

Emphasis was placed on highlighting Awty’s swift transition to remote learning. I managed a COVID-19 microsite with school policies and CDC materials. Virtual live-stream events and webinars ensured ongoing engagement with potential applicants. To infuse a sense of fun and maintain a lively online presence, I launched a creative social media campaign featuring Awty’s mascot. These adaptive solutions demonstrated Awty's resilience and commitment to delivering a quality experience despite unforeseen circumstances.

Awty needed to stand out against other prestigious private, local institutions.

The omnichannel campaign showcased Awty’s unique strengths. I emphasized distinctions such as Houston’s most diverse educational institution, being the only provider of both a French and International Baccalauréat, and achieving impressive Ivy League acceptance rates. Awty was positioned as an unparalleled choice, excelling in a competitive landscape.

The cost of attending may have been a barrier for some prospective families.

I emphasized the holistic value of Awty’s education, community, and extracurriculars for a well-rounded experience, focusing on long-term benefits through statistics and testimonials to justify the investment.

execution The initial step was identifying critical enrollment periods and aligning targeted content with prospects’ decision-making timelines.

This was followed by establishing a coherent and engaging narrative consistently across all channels, spanning from the school’s website and printed collateral to paid promotions on various platforms such as social media platforms, magazines, and radio stations. Many materials were promoted in multiple languages, and remarketing was pivotal in this B2C effort.

The potency of multimedia production was central to encapsulating the essence of The Awty International School. All media was purposeful, sleek, informative, and authentic, which led to the success of this comprehensive approach.

TAKEAWAYS • Global Marketing Perspective:

Developed the ability to communicate effectively with a culturally diverse audience, considering language nuances, cultural sensitivities, and international perspectives.

Strengthened cross-cultural communication skills and learned to tailor messages to

RESULTS Exceeding Expectations: The campaign effortlessly filled available enrollment slots, surpassing initial expectations.

Admissions not only met the enrollment goals but exceeded them, accommodating more students than projected.

Furthermore, the waitlist of families underscored the campaign's effectiveness, spotlighting the heightened interest and demand for admission to Awty.

resonate with various demographics.

• Strategic Content Planning:

Gained valuable insights into refined strategic planning, deepening my understanding of the art of timing and impactful content.

• Precision in Collaborative Endeavors:

Entrusted with the gathering and disseminating of accurate data, this experience honed my ability to work seamlessly with many diverse teams, coordinating marketing efforts to achieve common goals.

These outcomes not only validated the campaign's impact in attracting and engaging with prospective students and families, but also ensured The Awty International School’s standing as a sought-after institution.

Please note: Some photos in this case study were taken by the organization. To see my campus life photography, visit my full portfolio to see all campaign collateral.

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Case Study Created By Tesla Cadena tesla .cade na.no tion.s ite

Hous ton, Texas

P : 956-454-8717 E : teslacadena@yahoo.com

A warm thanks to the Advancement and Admissions department, and of course, the communications team at Awty for trusting me to assist in promoting a brighter future for students. - Tesla