The Kiski School is a boy’s boarding high school located about 20 miles outside Pittsburgh. In 2001, Kiski faced the challenge of communicating to current, past and prospective students and their families that its headmaster of 47 years was retiring. Jampole Communications conducted a public relations campaign to communicate that the new headmaster would both continue and enrich the Kiski tradition of preparing boys for school and future leadership. One strategy we used was to establish the new headmaster as an expert in the education of teens with a number of opinion pieces that appeared in western Pennsylvania and national news media.
Once we established the new headmaster as a vibrant new leader in education, we began a long-term marketing program for Kiski that included an aggressive public relations and print and radio advertising campaign, with occasional direct mail campaigns and special events. The campaign is built around the theme line, “Give you son every advantage.” Our campaign increased the number of inquiries that Kiski receives and attendance at its open houses for potential students. The program also helped to introduce Kiski’s new day student program to its marketplace.