Case Study

THE MOST BEAUTIFUL PLACE ON EARTH

Cate School Enrollment Campaign

The Office of Admissions at Cate School knows that 97 percent of prospective families who visit the Carpenteria, California school will apply. Our admissions materials needed to get them there. After visiting the West Coast campus, we began crafting a set of materials inspired by the words of Sarah Kidwell, director of marketing and communications—“It’s the most beautiful place on earth.”

Knowing that the competition for Cate included Northeast schools, where students endure long and cold winter seasons (hey, we’re Northeasterners—we know), we wanted to emphasize its scenic location on the Pacific Coast. With intimate campus buildings nestled into a hillside and surrounded by a majestic landscape, we directed Ben Morris, multimedia coordinator, to capture the place through approachable day-in-the-life photography.

We also partnered with Mark Sheehy Creative to craft copy that evokes the essence of Cate and emphasize its academic rigor. Rather than getting bogged down in details, his writing pulled readers in, inspiring them to to learn more and ultimately arrange a visit to the school.

The end result was a series of printed pieces and a website, each with their own interactive elements. Featuring inviting colors and friendly typography, the printed piece mails in a clear acetate envelope enticing recipients to open it—almost like peeking under the wrapping of a present. While the website content goes even deeper, inviting visitors to explore and learn more.

Recognition

UCDA General Excellence Award
AAF/Albany Ad Club Award

Outcomes

Nearly 700 applications, a 23 percent increase over the previous year, and more than the school had ever received. The admissions director noted that it was also the most eclectic, accomplished group to apply.

Research Defined Direction

We started by creating mood boards that had inviting colors and friendly typography.

Capturing the Place

We partnered with Mark Sheehy Creative to craft copy that evokes the essence of Cate and emphasize its academic rigor. His writing didn’t get bogged down in details but instead pulled readers in, inspiring them to want to learn more and ultimately arrange a visit to the school.

The intimate campus buildings are nestled into a hillside and surrounded by a majestic landscape. We directed Ben Morris, multimedia coordinator, to capture the place through approachable day-in-the-life photography.

Interactive Print

The end result was a series of printed pieces and a website that each have their own interactive elements. Each printed piece mails in a clear acetate envelope enticing recipients to open it—almost like peeking under the wrapping of a present.

Interactive Website

The website content goes even deeper, inviting visitors to explore and learn more.