A group of educators were planning to open a new private school for high school 9th through 12th grade. It was felt that there was “room” and a need for a new high school that would emphasize strong core values as well as science in order to prepare students for the challenges of the 21st century.
US Marketing Services was invited in to help facilitate and provide some thought leadership to the founders and Board of Directors for exploration and decision-making on where to locate the high school and how to communicate the values agenda for the school. The options for a location under consideration were very diverse and ranged from a potential location in a run down urban area in San Francisco to a location within the National Park of the Presidio. USMS conducted research with families of rising high school students and explored the family and students’ objectives regarding the school positioning regarding spirituality, core communications and the location options.