To continue evolving and securing the school's future in a globalized world, Colegio Americano de Guatemala (CAG for its initials in Spanish) underwent a perception study. Taking into consideration survey results and in preparing for the school’s 75th anniversary, a new branding concept was created. Our anniversary’s logo design was inspired by six significant pathways that we believe have led the mission and vision of our school through the years and represent what our constituents value most: Legacy, Academic Excellence, Critical Thinking, Innovation, Sports & Arts, and Educational Footprint. In reference to these pathways, CAG enhanced its communication strategy through social media, using Facebook, Instagram, and YouTube as its main external communication channels. Using Facebook, we targeted older alumni, future parents, and external institutions, operating the platform as a magazine to post school news and institutional events. Instagram was used to paint a portrait of the "day in the life" of our students, targeting current students and younger alumni. To generate engagement, we partnered with middle and high school students, and trained them to “take over” our Instagram channel for specific school events, covering 14 events in the past six (6) months.Through YouTube we showcased our school, creating short and impactful videos that deliver key messages in less than two (2) minutes.
From the Judges
The level of sophistication of the American School of Guatemala's submission is tremendously impressive. Given the resources they had at their disposal, their communications were exemplary of what institutional impact reporting should look like from all development shops across the world.
