The Learning Project Brand Positioning and Strategy Presentation

The Learning Project Brand Positioning and Strategy Presentation to Board November 16, 2010

Marketing Committee Contributing Members Linda Bosse William Crawford Michelle Davis Andy Gallagher Joshua Glenn Ira Goldklang Elizabeth Mc. Cord Michael Mc. Cord Chris Pape Carl Prindle Dorcas Grigg-Saito Anjali Sastry

The LP Brand Positioning Strategy Brand Objective: To concisely and consistently convey the distinct advantage of educating children through “The LP Way. ” Brand Audiences: • Prospective and current parents and students in Greater Boston • Alumni and extended family • Prospective and current faculty and staff • Educational opinion and civic leaders in city (local and national) • Prospective and current donors and supporters Brand Insight: In a big city, like Boston, parents expect an outstanding education from their independent schools but crave genuine connections between kids, families, and teachers. They want a community they can believe in and that believes and invests in the potential of every child. Brand Concept: The Learning Project is a small, independent Boston school offering a rigorous curriculum within a joyful and close-knit community that prepares students to be independent in their thinking, kind in their conduct, and enthusiastic and responsible participants in the world.

The LP Brand Credo We make the big world smaller and our small school bigger by providing a safe, joyful and vibrant learning environment where children are challenged to ask questions, exam assumptions, engage in new experiences, and venture beyond the classroom for inspiration. We have bright, accomplished and enthusiastic teachers led by a highly ethical and skilled headmaster. In a six-floor brownstone located in the heart of Boston… • Our small community makes the world approachable. • A few steps to historic and first-class resources make the world knowable. • A culture of personal discipline, self-reflection and collective passion make the world a place where change can happen. We believe that our small size and close knit-community allows every child to be known, heard and engaged. We are confident that a time-tested, rigorous and engaging curriculum in the hands of talented and enthusiastic teachers works. We appreciate that the world seen from many different viewpoints enriches our own experience. We are a great school in a great city and we take the best from Boston. We feel deeply that a community drawn together by commitment, happiness and stability can better extend its heart and minds into the world.

Proof Points ► Our small size allows every child to be known, heard and engaged § 100 children in K-6, 17 children to a class with two teachers (one senior and one assistant). § Regular parent/teacher communications and conferences. § Titles and roles of Pauline and Jennifer. (fill in) § All children get an opportunity to rotate and become a “morning greeter. ” § Active integration efforts between grades – pen pals, lunch swaps, skating at Frog Pond, computer and chess clubs. § Everyone knows each other’s names. § All school weekly gatherings. § All school plays, performances, science fair, Art Show, Mexican Market. ► A time-tested, rigorous engaging curriculum in the hands of talented and enthusiastic teachers works. § Compared to other schools, The LP provides children with a full extra year of education by the time they graduate because of length of class day and vacation schedule. § Children are one year ahead in math when they graduate from 6 th grade. § Teachers are among the highest compensated in the city in order to attract top performers. § Specialty teachers in Spanish, Science, Music and Art. § Curriculum builds carefully one year to the next, based on years of experience and success. § Independent research projects and presentation. § xx% of LP kids test into Boston Latin School. ► We take the best from Boston. § Located in a beautiful brownstone in Boston’s iconic Back Bay, we soak in the beauty of the old and the modern, from Olmstead’s Emerald Necklace to I. M. Pei’s award winning Hancock Building. § Boston is our backyard; our kids use the Clarendon and Commonwealth Street Park to play at recess, the Boston Common for All School Olympics, Charles River for our summer sailing. § The Boston Public Library, one of the oldest and most prestigious libraries in the country, is our library. § We adopt trees in the Boston Common, explore the Boston Science Museum and listen to the BSO.

Proof Points ► The world seen from many different view points enriches our own experience § World history begins in xx grade and carries through to the 6 th grade – including world religions, Asian, Greek, Roman, African and American studies. § One of the most affordable tuitions among independent schools and a high level of tuition assistance, designed to maintain a socio-economic diversity; xxx receive financial aid. § Students come from all sections of the city. § Attention to recruiting students and families, and teachers, from different races, ethnicities, religions and family structures. ► A community drawn together by commitment, happiness and stability can better extend its heart and minds into the world § Sustainability curriculum developed and being implemented throughout entire school. § Fundraising efforts for other causes outside of the school, including Unicef, (others) § Regular fun and engaging events, from the 6 th grade school dance, outdoors team building field trip, camping trip, end of year picnic, school talent show, all school concert, (others) § Strong tradition of quirky and uniquely LP events, from our Maypole Dance to § Trip to Washington D. C. to learn about our government, which the class needs to raise money for, including preparing a week of school lunches. § August Scholars program.