Messaging and Marketing Communications

THE CHALLENGE
Founded in 1968, the Association of Waldorf Schools of North America^SM, (AWSNA) provides leadership, accreditation, resources and support services to Waldorf schools. Waldorf schools are independent, private schools whose curriculum is based on the teachings of the scientist and anthroposophist Rudolf Steiner. AWSNA supports over 250 schools, and 14 teacher education institutes in the United States, Canada, and Mexico.

AWSNA and Waldorf Education^SM have been struggling with two major challenges. To the laymen or new comer, Waldorf Education can be difficult to understand. In recent years several charter schools have used the Waldorf name without permission causing the brand to become diluted. Adding to the complexity of the issue, although the style of education and the teachings of Rudolf Steiner bind each Waldorf school together, each school is an independent entity with its own identity.

AWSNA asked Churchill & Co to develop a messaging strategy to help AWSNA and each Waldorf school clearly define Waldorf Education's essence and how to communicate what makes it special with one voice, without inhibiting each school's individuality.

SCOPE OF WORK
■ Brand Positioning
■ Messaging Strategy
■ Marketing Communications

OUTCOME
The brand positioning and messaging strategy has provided an increased sense of confidence and collaboration between AWSNA and the schools. The organization is strengthening its sense of community and building awareness about Waldorf Education, what constitutes a Waldorf School and who may use the Waldorf name as it relates to education in North America.