Young Scholars Charter School

< View all Case Studies

Background:
Young Scholars Charter School, located in Northern Liberties, PA, is a middle school that serves 22+ zip codes in Philadelphia. The school strives to provide a personalized education that challenges, engages and prepares all students to passionately pursue their dreams and lead a life of active citizenship.

The Problem:
Young Scholars Charter School was once operated by a charter management organization. In early 2016, the charter management organization announced that their schools were under performing and ceased control of operations due to fiscal constraints. While Young Scholars, and its sister school Paul Robeson, were ranked amongst the top performing charter schools in their respective states, their former association with the failing charter management organization led to a loss of credibility amongst their donor audience and a significant decrease in donor funding. This decrease in funding led to staff layoffs, extracurricular cuts, inability to provide high school scholarships, prep/applications as well as a lack of many other essential programs that provide a holistic learning experience. Young Scholars needed a new brand platform to reestablish them as a premier Charter School in Philadelphia.

The Solution:
Munroe Creative Partners worked tirelessly to help rebrand and reposition Young Scholars. In order to accomplish this, Munroe met monthly with the school’s board, teacher committee, parent committee and students to understand the change in culture, programming and strategy since the departure from its charter management organization. With this intelligence in hand, Munroe created a new brand platform for the school, which included a custom illustrated logo that was inspired by a student selected mascot — a lion. In addition to developing the school’s new mission, vision and core values, Munroe developed the tagline, “Knowledge. Citizenship. Success.” Elevator speeches were also written for each of the school’s distinct audiences, including students, partners, donors, alumni and staff, to enable stakeholders to tell a consistent story.

With the new brand in place, Young Scholars and Munroe focused on creating a compelling strategy, campaign and suite of materials to raise funds for the school. The “In Support of Excellence” fundraising campaign leveraged student/teacher testimonials and professional photography, in effort to capture the culture, leave a lasting impact and emphasize the importance of giving to this important cause. To further support this campaign, Munroe developed a printed and digital invitation package for a Spring Showcase hosted at the school to help raise funds. During this event several students shared their experience at Young Scholars and the new brand was unveiled.

Due to the success of this initiative, Munroe was recently contracted to help rebrand and reposition Young Scholars’ sister school, Paul Robeson Charter School located in Trenton, NJ. In addition, Munroe hosts the school’s students annually for a lunch and learn to explore the world of advertising and its potential career opportunities.

Related Links