Chatham Hall, a girls' boarding school nestled in the rural town of Chatham, Virginia, faced significant perception challenges. Unlike its prestigious counterparts in New England, Chatham Hall was relatively unknown and often perceived as a haven for shy, less-driven students. The school sought to reposition its brand to reflect its true strengths, break free from these misconceptions, and attract families who might otherwise overlook this hidden gem.
Our research uncovered a stark contrast to the prevailing perceptions. Far from being a refuge for unmotivated students, Chatham Hall is a place where boldness and confidence are nurtured. Its remote location and intentionally designed pedagogy provide the time and space for deep friendships, personal growth, and transformative experiences. Chatham Hall doesn’t just graduate students—it cultivates powerful, self-assured young women who leave ready to make an impact on the world.
The Journey
In developing the brand strategy, we honed in on what truly resonates with Chatham Hall’s community: the reality that entering high school can be daunting for any student. But at Chatham Hall, students don’t just survive; they thrive, gaining confidence along the way. We crafted the admissions campaign theme “Step Into Your Power” to reflect this journey, acknowledging that students aren’t expected to arrive fully confident, but they will graduate as empowered young women.
Understanding the emotional depth of this transformation, we produced a compelling admissions video, tapping into the emotions of prospective students and their families. The video highlighted the school’s unique environment and opportunities, ensuring that Chatham Hall’s message connected on a deeply personal level.
The Impact
The brand relaunch coincided with the onset of the COVID-19 pandemic, presenting an unexpected challenge. However, Chatham Hall’s small size and remote location allowed the school to return to in-person learning months before others, reinforcing its reputation as a place where students step into their power, even in uncertain times. An early indicator of the brand’s success was the overwhelming demand for new school merchandise, which sold out and remained on backorder for months, signaling a renewed sense of pride and connection among students, alumni, and families.
Our faculty believe this brand articulates what the School does so well. One mentioned that in their decades here they had seen some branding attempts come and go, but this one was amazingly accurate and they were proud to have new vocabulary and language at the ready to use with families.
