McCallie School
McCallie School was a client during my tenure as Marketing Program Manager at Crane + Peters in Roswell, Georgia.
Research for McCallie, an all-boys boarding school in Chattanooga, TN, showed that the greatest hurdle to winning over prospective parents was the fear associated with their student living away from home.
While I could have taken the typical route—tout McCallie’s impressive academics, diversity of students, and prestigious matriculations—I discovered the greatest unlock lay elsewhere. So I designed a campaign of targeted online ads and direct-mail pieces anchored in the categorical advantages of independent, single-sex education, as conveyed through personal stories.
Central to each series was a front-facing close-up of an actual McCallie student that visually bridged their personal home life and their educational school life. As a result, the stories implied, a McCallie education also helps to instill the traits of honor, truth, and duty.
My contributions: Concept, design, photo art direction, copywriting, production.
