From the Nominator

The Hill School's "On This Hill: Learn. Lead. Succeed." campaign was designed to engage and excite prospective students and their families throughout the admission application cycle. By creating multiple touchpoints tailored to different family members, the campaign shared Hill's unique opportunities and experiences. To capture the attention of student applicants, the campaign kicked off with a visually appealing lookbook filled with photographs. Following this, a parent-targeted viewbook provided a comprehensive overview of the opportunities available to their children. The third piece, an interactive mailer--“The 5Ws of The Hill Story—Why, When, Where, What, and Who”--used vivid photography to guide recipients through a typical Hill experience and introduce the school’s core values. Corresponding postcards complemented this series to round out the direct marketing effort. A digital campaign, featuring monthly emails and social media content with interactive links, worked in concert with the hard-copy components. The campaign culminated with a yield box for accepted students and a separate self-mailer for parents, both designed to showcase facets of The Hill experience and to welcome them to The Hill family. This strategic sequence of communications was effective in generating interest, sharing information, and encouraging families to explore and ultimately join The Hill School. The campaign's success was evidenced by an increased applicant pool and improved selectivity and yield, demonstrating the power of a well-conceived and executed marketing strategy.

From the Judges

A strong well-executed campaign that distinguished itself with its innovative use of multichannel strategies to increase enrollment at The Hill School. Clearly defined goals and metrics.