A new school of thought

The Challenge

Avenues wanted to bring a new type of private education to NYC, but sophisticated city parents were understandably apprehensive about sending their children to a brand new school with no established track record of higher education placement & success. Could the quality of education really rival such local icons like Horace Mann, Dalton, and Trinity? There was an additional challenge – how do you market a school that doesn’t exist? Though Avenues The World School started accepting applications in 2011, the school would not officially open or launch until September 2012.

What We Did

• Digital media planning/buying
• SEM and SEO
• Analytics

The Result!

Grain’s digital strategy, audience-driven insights, and subsequent media plan, helped make Avenues the most successful school launch in NYC history – filling Avenues inaugural class with over 700 families. We continue to work with Avenues NY and are now advising on the launch of Beijing, London and Sao Paolo.

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