BUILDING A NEW BRAND FOR
BETHLEHEM AREA SCHOOL DISTRICT

CHALLENGE

Many parents are choosing to send their children to charter schools in lieu of public schools. The challenge with BASD was to educate the public about the many options in the district and the importance of a public education. BASD was in need of a fresh, updated image and an expanded audience. With this campaign, we also wanted to educate the public about how tax dollars are turned into tools for education, which then fuels the whole community. First, we needed to define quality education and distinguish BASD as the clear choice for quality education in Bethlehem.

SOLUTION • DELIVERABLES

Together with BASD, Imagevolution developed a high level strategic marketing plan, a new logo that nods to Bethlehem’s past while pointing to the future, a comprehensive overview brochure, and individual school brochures. We also worked to develop keywords and banners that hung on the exterior of school buildings at the start of the year.

Project:

Strategic Plan and rebranding

Client:

Bethlehem Area School District