On Track Marketing

Driving enrollment at a unique private school

The Chicago Waldorf School is an extremely vibrant institution with an active community of students, faculty and parents, gathered together around a holistic, child-development-driven approach to education. Founded on the teachings of visionary philosopher Rudolf Steiner, the Waldorf school movement is the fastest growing independent school system in the world. The problem for CWS is that, in the U.S. at least, folks who aren't already a part of Waldorf have likely never heard of it.

In order to help communicate the depth and breadth of the education that Waldorf offers, On Track redesigned the school's existing site to feature an open, welcoming, easy-to-navigate interface. On Track brought its strategic consulting skills to bear on the development process: organizing and reworking the entire site structure, and rebuilding the back end database that drives this content-managed site.

There is a tremendous amount of information on the site, for both internal and external audiences. Getting the information architecture development right was absolutely key; it allows the different types of users to have easy access to what they want. Parents need a quick calendar check in or to stop by the teacher message boards, and prospective parents can delve into the curriculum and get an idea of what their child's classroom experience might look like from kindergarten through senior year of high school.

The back end of the site was designed to help the school administratively, with a integrated calendar that automatically populates from the school's internal system. On Track developed custom teacher message boards that go beyond facilitating communication between teachers and parents?they accurately reflect the unique Waldorf classroom structure and show parents, at a glance, all of the faculty that connect with their children on a daily basis.


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