Getting a 21st century teen interested in an all-girl, Catholic high school sitting behind an airport? Bring it on.
Queen of Peace High School needed help. Over the years, the neighborhood had changed around them, and their reputation as a thriving, successful prep school unfairly suffered. Enrollment was dropping. On Track's initial research uncovered that the school's marketing plan, which targeted the parents, was falling on deaf ears. Overwhelmingly, it is the 7th and 8th grade students themselves who decide where they will go for high school. Parental approval, while important, is often secondary.
We turned that failing marketing program upside down and went after the decision-makers. On Track created a school-wide magazine that gave the students a chance to talk to prospectives. Overall, the Queen of Peace student body was thriving, the teachers were engaged, and the parents were energized—this was the story that needed telling, and in the students own words (with photos taken by the staff photographer of Crain's Chicago Business).
UP AND OUT
Against the odds and market trends, Queen of Peace enrollment started climbing, during a time when single-sex schools across the nation had falling numbers. The perception of the high school in the local population was successfully altered to reflect the truth: that Queen of Peace is a high-functioning institution that sends 99% of its students off to college. For some families, these daughters are the first family members to make it there. Posters, postcards and marketing materials were created in English, Spanish and Polish.