Benilde-St. Margaret’s (BSM) School was preparing to introduce a new sixth-grade option, expanding beyond its established 7-12 college preparatory program.
To make a meaningful impact among the many educational options in the area, BSM sought a fresh, compelling campaign that would encourage parents to consider the school—especially those exploring post-K-5 opportunities for their children.
Through a series of meetings and focus groups, key insights emerged that helped shape the campaign’s vision. BSM’s small class sizes, tight-knit community, and proven ability to help students reach their fullest potential were just a few highlights. A common theme shared by families attending BSM’s open houses was a sense of awe at the breadth of opportunities the school offers. As one parent put it, "It’s unbelievable how much this school has to offer both the child and the family." This inspired the campaign’s tagline: “Believe in a Great Education.”
The campaign launched in the fall of 2024, ahead of the inaugural 6th-grade class in 2025. A mix of traditional print, digital, social media, and email channels drove traffic to a landing page where prospective families could learn more, schedule a tour, or attend an open house.
