Challenge
Western Pennsylvania School for the Deaf (WPSD), an institution that is more than 100 years old, was in need of support for enrollment and fundraising initiatives. Collateral materials were dated and the organization did not have a strategic approach to its marketing/communications activities. In addition, the school was ready to open a new learning center and wanted to achieve visibility for the growth of the institution.


Strategy
In order to revive the brand and contemporize the image among target audiences including parents/students, educators, audiologists and pediatricians, D+CO and WPSD conducted research, assessed the findings and developed an overall brand strategy for the school. This brand strategy led to implementation that included a new logo design and themeline, marketing and collateral materials and a redesigned and restructured website.

As part of the overall program, the agency also developed a video presentation to reflect WPSD's new marketing materials and initiatives and led media relations efforts surrounding the grand opening of the new building.


Results
The brand relaunch increased public awareness of the school and its educational technological and community initiatives. Media relations surrounding the opening of the Edward R. Schatz Learning Center and the auditorium renovations introduced the public and the press to this innovative and stimulating education center and provided the school with unprecedented visibility. Collateral materials became an integral element in recruitment and also serve as a communications tool to assist in fundraising efforts.