A new school of thought

Client Avenues World School

Launch November 15, 2015

Service Used Strategy, Creative, Development

View project http://www.avenues.org

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.

These guys are great!

Andy Clayman, Creative Director - Avenues