September 8, 2016
Have you ever found yourself at a loss for words in
trying to describe something very important to you? Several years ago, Mounds Park Academy launched a strategic planning process in order to chart a path forward over the next five years. A committee was formed with representation from various MPA constituent groups, including parents, alumni, students, trustees, staff, and teachers. During our work, the committee quite often returned to a very simple but profound challenge: How do we articulate the very essence of what makes MPA such a special and unique school? So many of us know the answer in our hearts but fumble at the “right way” to describe MPA.
In response to that challenge, we partnered with Friends & Neighbors in early 2016, a nationally known yet locally based, strategic creative agency to conduct comprehensive market research. The objectives of the study were to understand the attitudes and motivations of prospective families related to education, increase our understanding of the decision-making process for school enrollment, and to help all of us put into words the “why” of MPA. This was a very exhaustive and in-depth project grounded in a great deal of both qualitative and quantitative research.
Based on what we learned the refreshed MPA brand has been defined. Our brand is an authentic expression of MPA’s true story. In the words of the father of advertising, David Ogilvy, “the intangible sum of a product’s attributes.” Our identity. Our unique story. Our heart and our soul.
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