SML Christian Academy

Students, Students, Students

A full rebrand turned a struggling, 110-year-old school with under 80 students into one with nearly 130 — in a single year.

Situation

SML Christian Academy (formerly St. Matthew's Lutheran Academy) was having an issue with enrollment. They were the longest-standing school in Alberta, at nearly 110 years old — but because they had fewer than 80 students enrolled in the 2013/14 school year, their funding was at risk. They needed to do something quickly so they could continue to operate.

Task — Overcoming a Century

With over a century of experience and emotional attachment to the semi-original branding, combined with many stakeholders within the community — current teachers and staff, current and former students, and the Lutheran Church — we had conflicting needs and viewpoints. We needed to come up with a plan to meet and exceed everyone's expectations.

The Church and Lutheran community did not want to take away from the faith-based theming, but realized that it was not, in its current form, connecting with the general public. Additionally, there was a lack of knowledge about what SML was offering, so it wasn't perceived as an option for anyone outside the Lutheran community. They ultimately wanted to reach out to the greater Christian community.

Challenge — Lowest Enrollment in Decades

Our first meeting with the school was in February 2014. It was revealed that there was a sense of exclusion stemming from the name St. Matthew's Lutheran School, resulting in low enrollment numbers. The reality was that the school would accept students of any faith.

So it was left to ThinkTANK to build a whole new brand for the school — SML Christian Academy became the new moniker. Yes, it stood for St. Matthew's Lutheran, but the bigger picture brought forth three words: Share, Mentor, Learn. These words were chosen to represent the school's values and goals, but had already been part of the foundation for years.

Campaign — Rebrand and Online Presence Overhaul

The entire scope of work included:

Developing a new brand
Designing new internal and external branded marketing material, including new stationery and new signage for the school building
Developing a new website that was marketing-centric, easy to use, and communicated the refreshed look of the new brand, making it appeal to a wider audience

SML CHRISTIAN ACADEMY

Student Enrollment

40%Increase in one school year

Result

After the brand launch — which included a new logo and identity system, combined with all the internal and external marketing and a fresh website — the school experienced a surge in new admissions for the 2014/15 school year, bringing enrollment to nearly 130. A successful and immediate rebrand.

SML Christian Academy main entrance sign

Where Are They Today?

We keep in touch with the client, and they've seen continued growth in enrollment, along with potential renovations to meet the new needs of their school.