Shanghai American School (SAS) was established in 1912, and since China opened its markets to western businesses in the 1980s, recruiting students at SAS had not been a challenge. In that time, the school changed dramatically, and today, our 400 faculty serve 2,800 students on two distinctive, purpose-built campuses. Because seats at the school were in constant demand, SAS didn’t need to worry about telling its own story. So we didn’t. Instead, we left it to prospective families to piece together our image. Or worse, we allowed our competitors to frame us as they wished.
From the Judges
Versatility and fresh execution were strong in this entry. It was evident that there is lots of rich history to explore and this school completed a lot of research and found creative ways to incorporate. Connecting measurements with meeting the goals and objectives was articulated quite well. The marketing seemed clear on this very complete and complex initiative.
