For 75 years, CAG has fostered an educational footprint in Guatemala by inspiring students to lead meaningful lives through academic excellence, cultivating critical thinkers, and offering students the opportunity to become world citizens. Throughout the school's history, this institution has not only overcome but adapted, innovated, and thrived while facing challenging circumstances, including Guatemala's many economic crises, earthquakes, and civil wars. COVID-19 was not going to be the exception. If past experiences have taught us anything is that, to overcome difficult situations, we need to rely upon and partner with our community.
In 2018, the school underwent a qualitative study that included all of its constituents to shed light on their perspectives and perceptions of changes the school has gone and will go through. The information gathered led us to identify six pathways we believe have led the mission and vision of our school through the years: legacy, academic excellence, critical thinking, innovation, sports & arts, and educational footprint. These pathways represent what our constituents value most, and why CAG has been cherished for 75 years. Taking these results into account, and in preparing for the school's 75th anniversary, a new branding concept was created. The pathways inspired and enhanced CAG's external and internal communication strategy through social media.
Using Facebook and Instagram as our main external communication channels, and our webpage as an information hub, we set the stage for a strategy that would help us thrive and connect with our community during the pandemic.
