Phillips Brooks School Strengthens Market Positioning in a Competitive Landscape

THE CHALLENGE:

Located in the highly competitive Silicon Valley market, Phillips Brooks School sought to strengthen its market awareness and refine its position among a wealth of exceptional independent school options. While school leadership had already taken a thoughtful and introspective approach, they recognized the need for external market data to validate their strategy. Without clear insights, they found themselves navigating a range of strong internal perspectives without a definitive direction forward.

OUR SOLUTION:

To help Phillips Brooks gain clarity on its competitive positioning, we conducted an in-depth research study that examined both internal perceptions and external market dynamics. A comprehensive parent survey provided insights beyond traditional satisfaction metrics, allowing the school to assess how families perceived its priorities and evaluate potential new initiatives. In addition, qualitative interviews with enrollment influencers, non-inquirers, and prospective families helped identify key decision drivers and barriers. By analyzing these findings in the context of the broader competitive landscape, we provided the school with a clearer understanding of how to sharpen its messaging and differentiate itself more effectively.

Through this research, it became evident that while Phillips Brooks offered a distinctive educational experience, there was a disconnect between what prospective families were seeking and how the school’s strengths were being communicated. With this data, leadership gained the confidence to refine its messaging, engage stakeholders, and make strategic investments in branding and marketing that would enhance its ability to attract and retain families.

Armed with a unified vision and a data-driven strategy, Phillips Brooks School implemented several key refinements to its enrollment approach. Leadership introduced a new visual identity and messaging platform to ensure consistency across marketing materials, creating a more compelling and cohesive representation of the school’s strengths. Additionally, a comprehensive message map was developed to align faculty, staff, and trustees in communicating a clear and consistent narrative to prospective families. These efforts helped the school make more informed investments in marketing and outreach, ultimately positioning Phillips Brooks for long-term success in an increasingly competitive landscape.

“The research gave us a clear picture of where we needed to improve, including the gap in perceptions between what parents were looking for and what they were actually experiencing. Art & Science Group provided the most thorough foundation for guiding our rebranding and communications efforts.”

— Dr. Scott Erickson, Head of School

Our partnership with Phillips Brooks has extended well beyond this initial engagement, evolving into an ongoing collaboration that provides strategic consultation and research to support the school's long-term growth.