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Independent Primary & Secondary Schools

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Independent School Tabloids and Newsletters: Noble and Greenough School - Bronze Award
Best Practice In 2007, Noble and Greenough School launched Ten Campus Drive, a new 8-12 page print newspaper to communicate with parents and other constituents.

Independent School Magazines: The Loomis Chaffee School - Silver Award
Best Practice As the school's primary vehicle of communication, Loomis Chaffee is a quarterly magazine that exists for alumni, parents, friends and benefactors of the school.

Independent School Magazines: Northfield Mount Hermon School - Gold Award
Best Practice NMH Magazine is sent to alumni, current parents, friends and the Northfield Mount Hermon community to engage readers, highlight alumni accomplishments and build institutional pride--while walking the tightrope between complying with administrative perspectives and telling compelling, even controversial, stories.

Independent School Magazines: Brooks School - Bronze Award
Best Practice In the summer of 2007, the Brooks Bulletin underwent a complete redesign. Brooks School brought the design in-house, allowing staff to reallocate resources to printing, paper and binding. The publication has a diverse audience of alumni, parents and prospective students, so it needs to appeal across a broad spectrum.

Independent School Web-Based or Electronic HTML External Audience Periodicals: Upper Canada College - Bronze Award
Best Practice Upper Canada College's communications team produces a monthly e-newsletter, Connection, which reports on activities that happen at the Upper School and Preparatory School. It highlights upcoming and past events, student achievements, guest speakers, fundraising initiatives, contests and other general news associated with UCC.

Independent School Web-Based or Electronic HTML External Audience: Buckingham Browne & Nichols School - Gold Award
Best Practice The Link is an e-newsletter that Buckingham Browne & Nichols School posts eight times a year on the school’s website. The e-newsletter debuted in September 2007.

Fundraising Publications Packages: The Loomis Chaffee School - Bronze Award
Best Practice On Dec. 31, 2006 Loomis Chaffee School concluded its first-ever comprehensive campaign; June 30, 2007 marked the end of that year's annual fund. To celebrate and document the campaign's conclusion and report on the 2006–07 Annual Fund, the school developed a two-part publication package consisting of a campaign report and an annual report. The package was mailed to the school's constituency of 14,200 alumni, parents and friends.

Student Recruitment Publications Packages: North Shore Country Day School - Bronze Award
Best Practice North Shore Country Day School's 2007-08 admissions publications included a lower school viewbook, middle school viewbook, upper school viewbook, upper school prospectus and Acorn, the school's magazine.

Advertising Campaigns: The Bishop Strachan School - Gold Award
Best Practice Highlights of Bishop Strachan School's 2007-2008 advertising campaign included establishing a relationship with a Canadian advertising team to develop a brand style guide and ad campaign; hiring a media buying agency to develop a media plan with the objective of penetrating target markets for day and international students; new ad campaign launched in fall 2007 with "Send Your Daughter to BSS–The World Needs Her" theme; and teacher-driven activities within the school to engage student thinking around the theme.

Student Recruitment Publications Packages: The Winsor School - Gold Award
Best Practice Don't we already have an award-winning viewbook? Do we really need to design a new one? Do we even need a viewbook? The Windsor School communications and admission directors wrestled with those questions with an ad-hoc group of trustee advisors before embarking on a project that resulted in the "Her Education Means the World to Me" and "This is My School" admissions booklets.

Publications Program Improvement: North Shore Country Day School - Silver Award
Best Practice North Shore Country Day School redesigned its admissions publications in 2007.

Publications Program Improvement: Fairfield College Preparatory School - Bronze Award
Best Practice Fairfield College Preparatory School undertook a project to redesign its admissions marketing materials in 2006-2007. The project included a redesigned viewbook, search brochure and advertising poster; partially redesigned admissions application forms; and a new information bulletin.

Recruitment Features: St. Christopher's School - Silver Award
Best Practice St. Christopher's School created a short recruitment video for the web--"Get Here!"--that built on that fact that once families visit the campus, they nearly always submit an application. The piece was posted online during summer 2007 and used to kickoff open house programs in the fall.

Recruitment Features: Northfield Mount Hermon School - Bronze Award
Best Practice Northfield Mount Hermon School produced a recruitment DVD for 2006-2007 that featured four videos that embodied the educational and student life experience through immersive stories of four or five students.

General Information Features: Millbrook School - Gold Award
Best Practice The documentary film "Down School Road: Millbrook at 75" was produced in honor of Millbrook School's 75th Anniversary, celebrated during Alumni Weekend in June 2007. After its initial screening during that weekend, it was sent to all constituents as a memento of the occasion.

Stewardship: The Webb Schools - Bronze Award
Best Practice A goal of The Webb Schools' 2007 annual giving program was to do a better job of stewarding constituents in a creative and cost-effective way. Staff implemented two new online strategies: an e-newsletter for class agents that provided current news to share with classmates, and a flash movie for reunion classes. Staff also redesigned an existing holiday greeting to omit the solicitation and serve simply as a greeting and thank you. These three strategies spread goodwill among constituents, motivated class agents and increased annual giving totals. As of December 31, dollars raised and number of donors reached an all-time high.

Principal, Major, or Special Giving Programs: Springside School - Silver Award
Best Practice A committee of young alumni was instumental in Springside School's fundraising for the Johanna Sigmund Scholarship, which honors an alumna killed in the Sept. 11, 2001 attack on the World Trade Center. Individuals, corporations and foundations contributed to the fund, and several special events were held.

Harvard-Westlake School: Gold Award
Best Practice Harvard-Westlake School implemented a number of strategies to improve its 2006-2007 annual giving program. As a result, the program met its goals and exceeded $6,000,000 in gifts, showed increased individual giving and showed increased participation rates.

Fundraising Features: Phillips Exeter Academy - Silver Medal
Best Practice Phillips Exeter Academy created this film to sustain momentum in the third year of its comprehensive fundraising campaign, The Exeter Initiatives. The film's primary purpose was to attract attendance and inspire pride at regional events around the country among alumni, parents and friends.

Recruitment Features: Fountain Valley School of Colorado - Gold Medal
Best Practice In 2006, the Fountain Valley School of Colorado engaged in an institutional branding exercise and subsequently developed a marketing plan that called for the creation of the school's first DVD. The FVS strategy was to differentiate the school by its location (the Western region of the United States), opportunities, community and through genuine stories of students and faculty.

Staff Writing for Independent Schools: St. Albans School - 2007 Bronze Medal
Best Practice The Bulletin is the premier publication of St. Alban's School. It is distributed three times per year to alumni, current and past parents and grandparents, faculty, staff, donors and friends.

Student Recruitment Publications Packages: Noble and Greenough School - Silver Medal
Best Practice The Viewbook Suite created by Noble and Greenough School was very strategic, conveying accurate information in a vibrant way and making it an enjoyable experience for a prospective student. It included an "Insider’s Guide"--a collection of students' candid perspectives. The materials were well-received by prospective students, their families and the internal community.

Student Recruitment Publications Packages: Landon School - Gold Medal
Best Practice Landon School has long used the tagline "Landon Knows Boys" on an informal basis but decided to take advantage of the message and expand it to reflect the school's greatest strengths. The "Landon Knows Boys" materials were well-received and staff felt they clearly defined Landon as distinct from other schools.

Publications Program Improvement: Berkeley Carroll School - Gold Medal
Best Practice After an audit of Berkeley Carroll School's marketing and communications materials, the school redesigned all of its print and electronic publications as a part of a revised marketing and communications strategy to attract parents and students.

Independent School Tabloids and Newsletters: Chapin School - Bronze Medal
Best Practice Chapin Today is a quarterly newsletter with an academic focus for parents, alumnae, grandparents and others. It supplements other publications, such as the alumnae magazine, to keep constituencies up to date.

Fundraising Publications Packages: National Cathedral School - Bronze Medal
Best Practice The "It All Adds Up" package marketed the National Cathedral School's 2006 $1.4 million annual fund campaign.

Institution-Wide Branding Programs: The Wellington School - Silver Medal
Best Practice Located in a highly competitive market, The Wellington School developed the "Lifelong Learners, Lifelong Leaders" branding program to market the school to various constituencies to increase and retain students.

Print External Audience Tabloids and Newsletters: Chapin School - Gold Medal
Best Practice Chapin Today is a quarterly newsletter with an academic focus for parents, alumnae, grandparents, and others. It supplements other publications such as the alumnae magazine to keep constituencies up to date.

Independent School Magazines: The Hotchkiss School - Bronze Medal
Best Practice A year's cycle of the Hotchkiss Magazine began with the usual compendium of news and features. Then plans for the year were upended by the head of school's announcement in February 2006 that he would step down in June 2007. Every issue in 2006 reflected this most important news of the year, and mailing was delayed twice to ensure the most recent news on the search was included.

Independent School Magazines: Northfield Mount Hermon School - Bronze Medal
Best Practice NMH Magazine goes out to alumni, current parents, friends, and the NMH community. It strives to deeply engage readers with the school, highlight alumni accomplishments and build institutional pride.

Independent School Magazines: Milton Academy - Gold Medal
Best Practice Milton Magazine seeks to increase awareness of the school’s character, sustained excellence and distinguishing features through highest quality writing and photography and discussion of important and thought-provoking ideas. It works to enhance connections with alumni and celebrate the role of alumni in the life of the school, as well as in public life. The magazine tracks the history of the school, while increasing awareness of its traditions and highlighting new developments.

Independent School Magazines: Watkinson School - Silver Medal
Best Practice The Watkinson News is the school's public forum for examining what a Watkinson education means and for modeling the process of self-evaluation asked of students. In addition to this modeling—an important form of teaching in itself—the main goal is to convey to readers the depth and seriousness with which the magazine pursues questions essential to an excellent education.

Alumni Programs: Upper Canada College - Silver Medal
Best Practice Upper Canada College's Common Ties Mentorship Program facilitates relationships between students, alumni and members of the community to help individuals excel educationally, professionally and personally. The program offers three distinct services to the UCC community: an Alumni Career Mentorship Program, an IB University Mentorship Program and Common Ties Events.

Web-Based or Electronic HTML External Audience Tabloids and Newsletters: Hawken School - Bronze Medal
Best Practice Hawken School’s monthly e-newsletter, H@wkeNews, was conceived with the purpose of driving traffic to the school’s Web site and building community by informing constituents of news and upcoming events. Newsletter items link to feature stories, new sections of Hawken’s growing Web site, fundraising information, and downloadable audio files. A monthly contest calls for alumni to become involved in the growth of Hawken’s electronic photo archives.

Student Recruitment Publications Packages: Wellington School - Silver Medal
Best Practice "We are Wellington" materials are the flagship pieces of the Wellington School brand. The look and voice that started with them now permeate all outreach efforts--from the website to the magazine to capital campaign materials. Embedded in the materials are consistent key messages that reflect Wellington's philosophy, "proof points" that give evidence of how these goals are realized, and real-time photographs. This authenticity is the result of two years of collaboration among marketing professionals and Wellington stakeholders; the messages were mined through extensive research and review.

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