Crane: Unfold Your Story

St. George’s Independent School | Memphis, TN

Your gift of new language to explain the SGIS mission is priceless. Thank you so very, very much.

Sarah Cowan, Director of Communications

Context

St. George’s Independent School employed beautifully engaging, demonstrably effective pedagogy—but in a conservative market, within a city that sometimes failed to understand what happens in classrooms where agile teaching and active learning shape the curriculum.

For some time, SGIS needed to spread the word about their impressive academic results, life-changing approach to transformative diversity, and the true warmth and joyfulness of the school community. However, SGIS had been entirely too busy doing to spend much time describing.

 

Insight

We realized that beneath all St. George’s innovative and updated methods, the school offered the unassailable bedrock of an excellent classic education. The SGIS commitment to project-based teaching, entrepreneurial spirit, collaborative work, and active learning—all buzzwords that might make the greater Memphis community nervous—culminates in graduates with strong problem-solving skills, critical and creative thinking abilities, and emotional and ethical maturity.

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These disciplined minds, adventurous spirits, and brave hearts appeal to any parent, even in tradition-rich Memphis. The task: make explicit the connections between classic content and modern methods—between what Memphis families have always wanted for their children and what St. George’s delivers in new and exciting ways.

  • Website redesign yielded a 5% increase in new visitors to the homepage; 97% increase in new visitors to inquire/apply page; and over 200% increase in new visitors to admission events page
  • Collierville campus applications went up nearly 200% and Germantown campus received 12 additional applications in one year

Solution

CRANE created a series of interwoven strands, which function visually as two intertwined threads and verbally as a meld of two phrases—one claiming St. George’s timeless educational ends and one describing the school’s timely instructional means.

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As part of their new graphic identity, the interwoven strands gave St. George’s a way to link—artfully but clearly—the shared, classic values of many prospective families with the fresh, modern methods of a St. George’s education. St. George’s Independent School now has the language and the imagery to show best-fit families how active learning leads to time-honored results—and reveal the true depth and complexity of the overarching SGIS philosophy.

Status

In the wake of the rebranding effort, St. George’s is experiencing an across-the-board uptick in website traffic, and in particular, new visitors to the admission events page have increased by 210% over traffic recorded at the same point last year. More importantly, new applicants are finding their way to all three SGIS campuses—with the upper school reporting a 200% increase in applications—and SGIS reports that of these applications, more are coming from best-fit families across Memphis.

The school also attracted the attention of a nearby elementary school that is on its way to becoming a feeder for sixth grade.

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