Cathedral High School's future success was predicated on recruiting quality prospective students and families to apply for admissions. In order to establish Cathedral as an attractive option for urban Boston families, Cathedral needed a flagship admissions piece to tell its story. The first major component of the school's rebranding would entail creating an admissions book that would position Cathedral as a competitive option in the market space. 

 

Since we were at the early stages of rebranding the school, before we could start I had to orchestrate marketing-oriented photo shoots (with Nate Fried-Lipski of Nate Photography) to build a library of compelling imagery of the school and students.

 

Secondly, I had to determine the unique and compelling aspects of Cathedral. The school's most compelling aspects and selling points would be the vast majority of the viewbook content. After writing copy, Jeff Groves of ThinkTree Design created full-bleed, color layouts which used large "hero shots" and maximized the impact of the photography. We kept the copy to a minimum and let the photos do a substantial share of the "talking".

 

In the end, the booklet get a premium print treatment with a satin paper coating to help add to the viewbook's gravitas and impact. The viewbook became a key part of the admissions marketing conversion funnel, mailed or given to prospective applicants once they've expressed interest in the school or requesting information online.