Making connections and meeting targets in a new world
Lara Unsworth Director of Strategic Enrollment Management and Communications, Strathcona-Tweedsmuir SchoolLara UnsworthDirector of Strategic Enrollment Management and Communications, Strathcona-Tweedsmuir School
Strathcona-Tweedsmuir School (STS) is Alberta’s only K-12, full IB (International Baccalaureate), co-ed day school developing well-balanced students for a life of purpose by inspiring excellence in scholarship, leadership and character. Our school’s top differentiators are our strong sense of community, our beautiful 220-acre country campus and state-of-the-art facilities, and our IB program which encourages students to embrace challenges with curiosity and intent. Traditionally all of these have been celebrated, marketed, and enhanced through a communications and marketing strategy that relayed heavily on in-person engagement to “seal the deal” – until the COVID-19 pandemic hit. To meet enrollment targets, and continue to maintain and build a strong and vibrant STS community relations program, we needed to pivot – and quickly.
They say, through crisis comes innovation, and despite working in a completely different world, we continue to have an engaged and committed community of parents, alumni and donors, and our enrollment increased for the 2020-2021 academic year.
With an all-hands-on-deck collaborative mindset between our marketing, communications, enrollment and advancement teams, combined with the courage to be innovative and take risks, and a drive to make an impact, we were able to create meaningful opportunities for connections, maintain and build relationships, and attract the attention of prospective applicant families. We would welcome the opportunity to tell our story and share lessons learned with our colleagues.
• Engage stakeholders to meet objectives
• Meet enrollment targets using innovative strategies
• Maintain and build a strong and vibrant community relations program