TDC Wins Assignment for Independent School Brand Evaluation Assignment

Burgundy Farm Country Day School seeks to better understand and articulate its market position and differentiating factors

Washington, DC, January 4, 2018—David Franek, president and chief creative officer of The Design Channel (TDC), announced today that the firm has been chosen by Burgundy Farm Country Day School of Alexandria, VA to conduct a wide-ranging assessment of the school’s positioning, branding, and target audiences.

“We are thrilled to be working with Burgundy Farm,” said Franek. “It’s clear that the school’s leadership wants to gain a firm understanding of how internal and stakeholder perceptions of the school actually align with the views of prospect families, and address any disconnects before they become a major issue that impacts enrollment. We applaud this proactive, forward-thinking stance and can’t wait to get started.”

The research component of the assignment will include an in-depth review of recent surveys previously conducted by Burgundy Farm among applicant families, open house attendees, inquiring families, and other student family audience segments. In addition, TDC will conduct interviews with current families and Burgundy Farm community partners, including area preschool directors. Other discovery efforts will include an audit of Burgundy Farm’s current marketing materials and a brand benchmarking study of competitive/peer schools.

The resulting findings from these activities will be synthesized into positioning and marketing strategies, and will inform the development of a message platform as well. The overall assignment will continue through April 2018.

About Burgundy Farm Country Day School

Founded in 1946 on the site of a former dairy farm in Alexandria, VA, Burgundy Farm Country Day School 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 approach to early childhood, elementary, and middle school education, and implements a curriculum emphasizing hands-on, cross-curricular learning. It continues to stress parent involvement and partnership, and incorporates multiculturalism, environmentalism, and community service in its programs.

About TDC

With offices in Washington, DC; Baltimore, Maryland; and Atlanta, Georgia, The Design Channel provides a full range of integrated creative services, including branding, marketing communications and advertising, digital content marketing, and broadcast and interactive media.