Among Catholics, Juan Diego Catholic Schools are highly regarded in the community. But followers of other faiths either weren’t aware of the school, or thought the schools was just for those of the Catholic faith. The agency was asked to create a campaign that would demonstrate the schools were open to anyone and at the same give the audience a reason to investigate further.
Strong values and a robust academic reputation became the cornerstones of the new marketing materials. The tagline “Be Included” was paired with photos of real students and helped invite the audience to consider the school. Authentic videos and photography paired with the new tagline phrase succeeded in increasing interest and enrollment among all demographics.