From the Nominator

Following our former general director's six-year tenure at the American School of Guatemala, our communications office recognized the importance of effectively introducing our new leader. We embarked on a marketing campaign to alleviate potential concerns amid the leadership transition. We aimed to create engagement, build trust, and communicate alignment with our school's values and beliefs. In navigating the current landscape of potential misinformation and miscommunication, we wanted to reassure our community that our new general director understood and was committed to our school's value proposition. Acknowledging potential concerns associated with leadership changes, we prioritized fostering a sense of stability. Our campaign included a six-episode series titled "Meeting Dr. Don," designed to introduce our general director in a personal and approachable manner. Inspired by a detail we learned from his interview process, his love for wearing funny socks, we portrayed his life story through these distinctive accessories. The series humorously presented his journey and credentials, creating a connection between our new leader and the community.  The campaign included a debut video on the first day of school where Dr. Don warmly greeted students, faculty, and parents, further solidifying his approachable persona. The campaign's success was evident; by the first weeks of school, every stakeholder, including students, parents, faculty, and staff, recognized Dr. Don and actively sought to welcome him. The community's enthusiasm was palpable, as Dr. Don has become quite the sock sensation, receiving, to date, 55 pairs from various school community members--a symbol of a warm and welcoming embrace.

From the Judges

This campaign was extremely creative and effective based on the long-lasting reaction from the students, faculty, and parents. This is a wonderful way to quickly familiarize a new employee with the school's community.