News Release

Leading with what’s in it for the student, JayRay helped boost applications for four different educational organizations in recent months. The communications consultancy helped clients launch a new school, reenergize a little-known brand, bolster a flagging recruitment program and extend a media plan with efficient social media. JayRay used research, branding, creative strategy and media buying expertise to attract students from 18 to 50.

Differentiation is the key, especially when entering a crowded market. JayRay worked with Pope John Paul II High School, slated to open in Lacey in fall 2009. JayRay developed the brand identity, including a school logo, meaningful to both students and parents alike. Together, JayRay and the school developed a strong brand promise: Always there for me.

“This promise is really how Pope John Paul will differentiate itself from other Catholic high schools,” said Shari Campbell, vice president of JayRay. “Beyond having high academic standards and fostering service to others, the teachers, staff and faith community embraced the commitment that they will always be there for students.”

Palmer Scholars, a JayRay client that supports low-income students, asked for help revamping its marketing to more effectively reach donors and students needing tuition assistance. JayRay helped the organization change its name and then created all-new marketing materials including a new logo, Web site, newsletter and brochures.

“We are so pleased with the work we have received from JayRay,” said Judy Brockhoff, executive director of Palmer Scholars. “They understood exactly what we needed and helped us achieve a new look without losing our past.”

For a third client, University of Puget Sound, JayRay interviewed current and prospective students to learn what motivated them to explore the Master of Arts in Teaching program and what potential barriers might prevent them from enrolling. Who better to provide the perspective of a university than from students themselves? Their compelling comments and JayRay’s analysis yielded new strategies for the university to maintain its competitive advantage and refocus its recruitment efforts for 2009.

And Clover Park Technical College sought to increase enrollment by reaching prospective students in some of its highly specialized, successful programs. JayRay took a data-driven approach to the college’s media buy combining efficient cable television, targeted online advertising and newspaper to stretch the budget and boost enrollment.

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