The de Paul School
A K-8 school for students with learning differences builds an empowering brand that reflects its culture and philosophy and leverages storytelling to demonstrate its empathy and authority.
Brand Marketing
We tripled the number of Open House reservations in 2025 from the year prior and consistently grew leads month over month by as much as 130%. The de Paul community felt the updated brand messaging better reflected the school’s culture and philosophy and became strong advocates for sharing de Paul messaging and content (both via word-of-mouth and on social media).
IMPACT
- Overarching Narrative and Key Message Library – First, we conducted stakeholder interviews to hear from parents, staff, board members, education thought leaders, etc. Then, to create a consistent brand message and clearer positioning of de Paul’s unique value proposition, we developed an overarching narrative and key message library that formed the foundation for all other marketing materials, website copy, etc.
- Marketing Collateral – We developed several new taglines and graphics that supported and modernized the existing brand and logo. These were used on campus signage, branded swag, social media promotions, and marketing materials used for recruiting.
- Website Overhaul – de Paul’s website needed to be modernized and simplified for users to navigate. The homepage experience was re-designed and copy written to position parents as the hero of their journey and demonstrate de Paul’s empathy and authority to serve as their guide.
- Content Marketing Campaign – Each month we selected a strategic theme and created social media content that demonstrated de Paul’s thought leadership, provided resources to prospective parents or showcased student success stories/outcomes. This included content around school conferences, dyslexia and ADHD awareness months, and alumni storytelling.
APPROACH
Despite its 55-year legacy in Louisville, The de Paul School needed to build awareness and clarify misperceptions about the students it serves. As a K-8 school for students with learning differences, de Paul needed to establish its empathy and authority in the space and demonstrate its thought leadership to parents navigating the world of learning differences.
Challenge
The Work
“The de Paul School has benefited greatly from Jenn’s insightful and creative guidance. She understands how to connect effectively with various audiences and how to prioritize the messaging options when an organization’s resources are limited. As we lack an administrative position that would oversee the entire scope of our marketing needs, Jenn organizes monthly multi-pronged, school-wide messaging plans so individuals on our team can contribute pieces from their departments that fit within a cohesive, large-scale monthly initiative. Throughout this process, Jenn’s passion for our organization and empathy for those who need our services has been paramount. I highly recommend Jenn to organizations who need a visionary collaborator to rejuvenate their connection to the public.”
"Think Katie's work is just for women? Think again. I'm a man (obviously), and my business tripled, too!"
Made six figures:
Joshua
CLIENT
Informed by insights from stakeholder interviews, we
created a consistent brand message and clearer positioning of de Paul’s unique value proposition, plus
developed an overarching narrative and key message library that formed the foundation for all marketing efforts.
Overarching Narrative and Key Message Library
Marketing Collateral
New taglines and graphics supported and modernized the existing brand and logo. These were used on campus signage, branded swag, social media promotions, and marketing materials used for recruiting.
Monthly strategic and thematic content demonstrated de Paul’s thought leadership, provided resources to prospective parents or showcased student success stories/outcomes. This included content around school conferences, dyslexia and ADHD awareness months, and alumni storytelling.
Content Marketing Campaign
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