“We know girls — how they learn, think, and feel.” That’s the motto of Laurel School, a nationally recognized independent day school for girls, founded in 1896. Laurel School is also the home of the Center for Research on Girls (CRG), a clearinghouse for disseminating research on how girls learn and for developing curricula based on the research. So when they say they know girls, it’s more than just a pretty phrase.
In our most recent work with Laurel School, N+S had a wonderful opportunity to show the “Laurel advantage” rather than to just tell about it. We engaged the same photographer we originally hired to make portraits of Laurel girls a decade earlier and had him photograph the same students, now young women with passionate opinions and high aspirations. We then created Laurel’s new recruitment materials using the theme “When I grow up…,” with then-and-now images of each girl along with a short profile reflecting her growth and her dreams.
We carried the “When I grow up…” theme over into a highly successful multimedia campaign that included web, video, and advertising as well as print.