The Breakthrough Insight
Through deep research within the community, among graduates of girls’ schools, and secondary research on how girls and women gain confidence over time, we uncovered a powerful insight: If Julia Morgan could leverage their origin story as a school that was founded and still exists for a critical reason—during middle school, coed classrooms stifle girls’ voices and hinder their intellectual growth and confidence.
This lack of confidence often leads girls to see themselves as less capable than their male classmates, limiting their future potential. This lack of self-belief impacts their high school and career paths, creating a barrier to their success. We realized that emphasizing the importance of building confidence during the middle school years could resonate deeply with both students and parents.
The Results Are In
Our solution was to shift the brand’s focus away from the “what” to the “why,” emphasizing the critical nature of the middle school years as the time when confidence is either built or not. When a girl realizes her own potential at this stage, she is better prepared to thrive in high school, and ultimately, to make a meaningful impact in the world. The new brand positioning became: “The only school where belief in self is realized at 13 vs. 30.”
This core message was supported by key messages, stories, and a bold new website showcasing how Julia Morgan School nurtures self-confidence in its students. The brand shift was adopted quickly, and the school used the new strategy throughout their admissions season. All open house content and tours were redesigned to integrate the new narrative, and impact stories were gathered, showcasing how confident Julia Morgan students and graduates were succeeding in educational, career, and life pursuits.
