A vigorous marketing effort helped expand the enrollment waiting list by over 300% from 2011 to 2013
KTEC Puzzles Over Branding Dilemma
In four years KTEC, a charter school in Kenosha, WI, had grown, but key stakeholders were not equipped to consistently share the charter’s story. No signage or promotional materials stirred interest, and with education feeling the impact of a struggling economy, the school needed to secure its future by convincing the district school board to renew their charter, and the community to support its continued growth.
Corporate Images identified key messages then crystallized the essence of KTEC in a logo of colorful puzzle pieces, labeled for the 4 areas of STEM – Science, Technology, Engineering and Math. A new tagline, included in the logo, expressed the school’s pillars—Caring, Connecting, Innovating.
Corporate Images also designed a series of eye-catching, informative videos and brochures to provide an overview of KTEC and their STEM-focused programs. Signage featured the puzzle piece logo, from the colorful front entrance marquis to hallway signage, marking classroom entrances, and overhead banners with the tagline.
A vigorous marketing effort helped expand the enrollment waiting list from 100 in 2011 to 350 by 2013. The district school board renewed the charter’s contract and allocated a second site for immediate expansion. Snap-on Tools also committed its support: consulting on curriculum, providing tooling for classroom use, and partnering with KTEC as it expanded to a second campus.