TURNER Wins Publicity Club of Chicago’s Top Award for The Ancona School Campaign.
CHICAGO, Illinois, June 2013 – The Publicity Club of Chicago gave its top honor – The Jeffrey D. Bierig Brand Builder Award – to TURNER for The Ancona School’s “Genius of Children” campaign. The Bierig Award recognizes work that enhances and promotes a brand.
The Ancona campaign was also awarded a Golden Trumpet for the Institutional Branding initiative. The campaign reshaped the voice of The Ancona School to reflect its transformational educational experience, powerful academic program, and child-centered, diverse community. The awards were presented at PCC's 54th Annual Golden Trumpet Awards on May 30, which honored the most creative and successful public relations campaigns of 2012.
TURNER created the campaign “Powered by the Genius of Children” that uses bright images of diverse young people, some wearing colorful butterfly wings, to express the transformational power of an Ancona education and others in situations that capture the energy and excitement of a child-directed educational adventure. The campaign launched in August 2012, also the beginning the the school’s 50th Anniversary Celebration. A few highlights:
We used the Ancona kids. In order to execute the idea, we had a full-day photo shoot with 15 Ancona students. The children are used throughout the campaign and give it a new sense of energy and authenticity.
We rebranded the school, inside and out. The school needed to come “on brand” and we repainted parts of the school exterior, hung new banners on the building exterior and repainted walls and hung posters and banners inside to bring the brand alive and create a far more welcoming school to new visitors and current families.
Branding Training Workshops – We created three customized workshop to train Board members, Teachers and Parents Leadership on how to “speak” the brand.
Creative Campaign Elements – • New logo and tagline • New school website and new parent and teacher portals • New mastheads for specific online newsletters • New stationery system • Print Advertising for School Admissions • Outdoor JC Decaux bus shelters • Outdoor school banners and signage • Indoor school banners and signage • Spirit ware • 50th Anniversary posters, save-the-date, invitations
The Results: While it is still premature to determine the long-term benefits of this branding work, it is clearly becoming part of The Ancona School’s DNA. • The Admissions season got off to a robust start with the school receiving 15 percent more inquiries at the start of the school year. • The Development Office reports that the Gala, the annual fund-raiser is $200,000 in pledges to date, more than twice as much as last year at this time. • The Development Office reports that the school received it’s first five-figure online Annual Fund donation through the new website. • The Development Office reports that parent participation in the Annual Giving has increased by 5 percent over last year and the school year is not over. • The 50th Anniversary Education Symposium that looked at diversity and integrating a multicultural curriculum drew over 100 participants and a panel of national speakers and earned media coverage. • Website hits are averaging 2,500 to 3,000 per month, more than 10 percent over last year. • The visibility of the campaign has helped generate new coverage from local papers.
The Publicity Club of Chicago’s Golden Trumpet Awards is the Midwest’s most prestigious awards program honoring distinguished achievement in public relations and communications. Judged and selected from hundreds of entries by Chicago’s top practitioners, these coveted awards are presented annually for excellence in categories representing the full range of PR, marketing and communications practice.
I AM TURNER is an award-winning marketing and communications firm that has created transformational campaigns for Chicago’s most prestigious not-for-profit and for-profit institutions.See Work