Overview

Dwight School Seoul is the Korean campus of the prestigious global network of Dwight International Schools. Just a few months away from opening their first, state-of-the art campus in Korea, Dwight School Seoul contracted me to build and implement external and internal marketing communications processes and brand strategy. The challenge was to generate a well-balanced admissions portfolio of national and expatriate students by appealing to a diverse range of multi-cultural preferences. In a highly competitive and complex market, quickly discovering, branding, and communicating the school’s unique differentiators was vital to meeting the grand opening admission targets. 

Action

After establishing a brand strategy based on an understanding of the organization, international environment, competitive climate, audience, and cultural considerations, I led and worked with Dwight’s internal team, local creative agencies, and photographers to produce brand elements and messaging that resonated with a diverse, multi-cultural, and highly selective target audience. We exceeded admissions quota by the grand opening and garnered exceptional media coverage. My deliverables included a refined website (that became the standard for all Dwight Schools), an annual media plan, development of internal and external communications best practices, a full toolkit of marketing collateral and ads, and an integrated marketing strategy.

Scope of Work

Market Research
Brand & Marketing Strategy
Brand Positioning & Messaging
Creative Direction
Media Planning
Digital Marketing Strategy
Event Marketing
Influencer Marketing
Internal Communications
Brand Identity
Website Design Collaboration
Print Collateral & Ads
Digital Content
Internal Communications
Cross-cultural Communications

Print Collateral

Digital Marketing