Ask any Chicago parent about Fenwick High School and you’ll get a nod of acknowledgment. Since 1929, Fenwick has churned out an impressively long list of successful alumni, and its academic and athletic prowess is something all schools—public and private—aspire to. But in the last decade, the Fenwick message had become inconsistent and vague; just more white noise in today’s busy world.
By solidifying rules around a well-loved brand identity, developing an insightful marketing communications plan and streamlining internal communications, Damen Jackson has helped Fenwick reengage its constituents and bolster its position with students, alumni, donors and the community.
MARKETING COMMUNICATIONS STRATEGY
When DJ began working with Fenwick, there was no unified marketing communications plan. Internal and external communications were ad hoc and often last minute. Over our three-year relationship, we have crafted a cohesive and comprehensive brand and marketing communications strategy, benefitting all departments of the institution and resulting in positive engagement with all constituencies.
BRAND IDENTITY DEVELOPMENT & STANDARDS SUPERVISION
Pick a logo, any logo! Fenwick had no cohesive voice or visual guidelines to follow. As such, nearly every athletic team and extracurricular club used its own typeface and unique version of the school’s shield logo. Fenwick has a tradition of excellence, but its brand consistency failed to reflect that excellence. Damen Jackson led development of the Fenwick High School Communications Policies and Brand Standards Guide, which provides internal and external constituencies with the tools and boundaries necessary for consistent brand communications.
From event invitations to newspaper ads; brochures to mass email templates, DJ takes lead on creating nearly all of Fenwick’s marketing communications collateral. We have improved existing vehicles and created new marketing tools, resulting in greater marketing results across all aspects of this venerable high school.