TDC solidifying brand look and feel, and messaging, for Pre-K–8 independent school
Washington, DC, June 23, 2016—It was announced today by David Franek, president of The Design Channel (TDC), that Lowell School has agreed to extend its relationship with TDC to create a suite of branded communications assets and implement a marketing campaign.
“We are excited to continue working with Lowell School to build on the discovery work and messaging development we’ve completed so far,” said Franek. “Our engagement with the Lowell community has shown us how the school truly offers a one-of-a-kind educational experience. We’re looking forward to creating assets that convey how unique and dynamic Lowell is.”
TDC’s initial engagement with Lowell School ran from November 2015 to April 2016. It was focused on gathering perceptions and views of the school from interviews and focus groups with various members of the Lowell community, assessing the marketing materials of Lowell to date, reviewing marketing efforts of competitive schools, and synthesizing findings from these efforts into positioning and messaging foundations.
This new phase will build on these elements with the following agenda: establishing a new brand look and feel; facilitating a rollout of the new brand to the Lowell School community; creating tactical elements that include a website facelift, new viewbook, and new print and online ads; and deploying and managing a Search Engine Marketing campaign. TDC will oversee this engagement with Lowell School until January of 2017.
About Lowell School
Founded in 1965, Lowell School is an independent school in the Colonial Village neighborhood of Washington D.C. that serves children age 2½ through 8th grade. The school promotes collaborative learning with an emphasis on conceptual understanding and creative, critical, and analytical thinking. Lowell’s progressive approach is rooted in the educational philosophy of Haim Ginott, a prominent 20th century child psychologist and educator, which emphasized equity between students and teachers, and honors individuality. In addition, Lowell actively incorporates diversity throughout its curriculum to prepare students for a world that calls for multicultural understanding and stewardship of one’s community and larger world.
With offices in Washington, DC; Baltimore, Maryland; and Atlanta, Georgia, The Design Channel (www.thedesignchannel.com) provides brand strategy and a full range of integrated creative services, including marketing communications and advertising, digital and content marketing, and broadcast and interactive media.