Brand Name: Abraham Lincoln School
Product/Service Type or Description: Educational

Overview:
MZI Global Consulting for School Amasses Curiosity of National Proportions

The Abraham Lincoln School was a charming private school with an impressive academic curriculum.  However, it had little visibility among better-known institutions in upper Manhattan.  The school needed to tell its story to parents of potential students, but had little money to reach a large audience.  They needed to find a way to contact educational publications and potential donors.  This is where MZI Global came in with our vast experience.  Through our strategic consulting, MZI Global devised a website that would inform the community of what went on in the school, show the students’ work, and allow teachers to test student with a variety of interchangeable quizzes.

Situation Analysis:

• The Abraham Lincoln School had a great academic curriculum
• Potential students lived in upper Manhattan, where awareness about the school and its achievements was low
• They needed to get their name in educational publications and find potential donors

Marketing Challenge:

• Increase awareness in upper Manhattan about the school, its programs, and its students
• Bring exposure to the school through different advertising mediums
• Make it easier for potential students, parents, and donors to find out about the school

Solution:

• MZI Global created an interactive website to inform the audience about the school’s activities and academics
  • Digital pressroom—contains news releases about events, news, and programs
  • School gallery—showcases different student projects and other productions
  • Student message boards and forums—creates a community for students to exchange ideas, talk about projects, and meet others
  • Quizzes—quizzes and contests for students to test their knowledge on particular subjects, allowing for teachers to teach in a fun way
• MZI Global prepared press releases to address issues to be emphasized to the public

Results:

• The Abraham Lincoln School received a flood of inquiries about their revolutionary project
• Jacques Steinberg, New York Times education columnist, wrote an article on the school
• Public awareness of the school hit an all-time high
• The school gained an image of prestige above its competitors