Independent school seeks enhanced web presence and functionality
Washington, DC, April 23, 2019—David Franek, president and chief creative officer of The Design Channel (TDC), announced today that Burgundy Farm Country Day School of Alexandria, VA, has agreed to extend its relationship with TDC in order to redevelop two of its website properties. These include the main Burgundy website and the site for the school’s summer camp program.
Franek said, “We’re thrilled about this opportunity to continue working with Burgundy to further enhance its presence among area independent schools. I think this assignment will really help bring to life the strategic branding assets we developed last year for the school and showcase the many advantages of a Burgundy education.”
In 2018, TDC embarked on a range of assignments for Burgundy. These included an in-depth review of several years worth of surveys conducted among Burgundy families, Open House attendees, and inquiring families; an audit of Burgundy’s current marketing materials; and a brand benchmarking study of competitive schools. Following that, TDC conducted its own comprehensive research effort into perceptions of the school among Burgundy’s internal stakeholders and external influencers. This research was synthesized into positioning and marketing strategies, a message platform, a new logo and tagline, brand identity guidelines, as well as an admission packet and the foundation for a viewbook.
The main school website will be created in the WordPress platform and will include refreshed site navigation, new look-and-feel, migration of current content as well as incorporation of new content, improved site-wide functionality, better social media integration, enhanced Google Analytics management/reporting, and ongoing training and support services. The main site is scheduled to be completed by the end of August this year; the site for the summer camp program will be completed in October.
About Burgundy Farm Country Day School
Founded in 1946 on the site of a former dairy farm in Alexandria, VA, Burgundy is an independent school serving students from age 4 through 8th grade. It was the first racially integrated school in Virginia and was established by parents who wanted a small, cooperatively owned and operated school that served an ethnically, socially, and economically diverse student body. Today it has an enrollment of 288 students and operates two campuses—the 26-acre main campus in Alexandria and the 506-acre Burgundy Center for Wildlife Studies campus near Capon Bridge, West Virginia.
Burgundy takes pride in its progressive and rigorous approach to education, and implements a curriculum that emphasizes hands-on, cross-curricular learning with a strong socio-emotional component in all grades. It stresses parent involvement and partnership, and actively incorporates multiculturalism, environmentalism, and community service into its programs.
About The Design Channel
With offices in Washington, DC; Baltimore, Maryland; and Atlanta, Georgia, The Design Channel (www.thedesignchannel.com) provides a full range of integrated creative services, including branding, marketing communications, advertising, content development, and broadcast and interactive media.