Job: Lerner School View Book

Due: Nov 15th 2006

Creative Brief
Assignment:
Create a 12-page (TBD) booklet that will work with the new Lerner School folder. Choose a
unique format that is smaller than 8.5x11. The booklet will be two to four colors, printed on nice
paper stock, quantity approximately 1000. We want to leverage the look we began with the
Annual Report, but make it more “school-like”: lots of line spacing between text, lighter colors,
more youthful, and less serious.

Purpose:
The View Book will be the “flagship” literature piece for the school. It will quickly convey the
schools position and brand while delivering clarifying and motivational “next level” information
to interested parents. This piece should set the tone and pull people in emotionally.
• Primary: To help interested families better understand and get excited about the school
• Secondary: To begin to build the brand in people’s minds.
• Lastly: To reinforce parents and donors positive feelings about the school

Target:
Primary: Local Jewish parents with children in their last year of preschool.
Secondary: local Jewish parents with elementary age children

Demographics:
• Jewish families with toddler to elementary school age children
• Well educated (value private school education)
• Have the discretionary/disposable income to pursue private education
• Live in within 20 miles of the school
• May or may not be affiliated with a temple

Psychographics: “Shabbat Jews”

• Identify with being culturally Jewish but are not very observant
• Want to raise good Jewish kids and usually rely on their Temple to provide the religious
education, while they provide the support at home.
• They value Jewish heritage
• They highly value a good education

Key Take-Aways
1. This is a school of substance based on integrated Jewish learning
2. This is a school of academic excellence
3. This is a warm and welcoming Jewish intergenerational community made up of families with
diverse Jewish practices
Factual Support:
1. School is comprised of happy satisfied families from diverse Jewish backgrounds with
diverse religious practices (Maybe use the data from the study?)
2. We “walk the talk”, we teach by example to take care of others and help those in need
3. Children experience Jewish values in action
4. Small class size and individual attention ensure every child learns to their highest potential

Secondary Information
1. Pre-K through 5th grade
2. Small class sizes with Individualized attention
3. Dynamic after school program (enrichment?)
4. Financial aid available

Mandatory Elements
Mission/purpose
School contact information
How to apply
General information (school hours, etc.)
Photos of facilities
Photos of Lerner School children and teachers
Some religious elements (Shabbat candles, etc.)
Preschool and elementary school content (photos/projects/teachers/ facilities, etc.)

Content Ideas:
Take a “show” not “tell” approach. Where we can, use photos and real examples of student work
to illustrate the school’s strengths. For example: the life cycle projects in second grade, writers
work shop, Tikun Olam (taking care of the world) essays from 5th grade, etc. Use children’s
quotes and teacher quotes. We will survey the teachers and ask for stand-out projects that
“illustrate the school when it is at its best”.

Photography direction:
Make the photos look crowded and cozy. Consider using a long lens and zooming in on the
subject, slightly blurring the background. That should give an intimate look.
Avoid “camp” shots. While we want a cozy/comfortable feeling, we don’t want it to look like a
camp. Get a broad range of photos, from preschool to 5th grade. Get boys. Activities beyond
classroom: music, art, sports, Shabbat sign along, tefillah, older kids mentoring younger ones,
etc.
Brand Elements
Brand Vision (Current placeholder)
We envision a time when The Lerner Jewish Day School is the top choice for ALL (Jewish and
non-Jewish) Triangle parents when choosing an elementary school for their children, and is
admired by peer schools for it’s outstanding approach to education (morals and character
building?).

Brand Attributes
Warm, friendly, meaningful, rich, connected, and lively (professional/substantial)

Voice/Tone
Fresh, warm, meaningful, straightforward, honest, and inspiring

Visuals
Intimate, fresh, bright, contemporary, and approachable

Positioning
Education with a greater purpose
The Lerner School is a place where learning is rich, hands-on and meaningful
• Academics plus Jewish values
• Its a Hamish (Abraham’s tent, a good Jewish home)

Brand Comparisons

What we are What we are not

Focus on Individuals Tiny
Jewish Ethics and Values Religious
Warm and welcoming Overbearing
Community Cult
Breyers (Maple View Farms?) Hagen Daz
Apple Microsoft
Wholefoods Harris Teeter
UNC Duke

Psychographic Targets
Below is listed our current thinking on three hypothetical segments that attend the day school.

Deeply Jewish
These families are deeply rooted in Judaism, both religiously and culturally. It is important
for them to externalize their beliefs, to “show” their faith. Raising dedicated Jewish children
is of utmost importance and they do what it takes to make this happen. They embrace, instill
and teach Jewish values in their home. They actively look for Jewish schools to enroll their
children in.
Jews at the Core
These families define themselves as being Jewish. They have a strong religious and cultural
affiliation. This segment regularly integrates Judaism into their lives. They are committed to
raising children with a positive Jewish identity and actively reinforce Jewish values in their
home.

Shabbat Jews
For these families identify with being culturally Jewish but are not very observant. They
want to raise good Jewish kids and usually rely on their Temple to provide the religious
education, while they provide the support at home. Their “Jewishness” comes from doing
Jewish things and having Jewish heritage.

What is the segment’s current relationship with the category and our brand?
Most likely they have a perception of Jewish Day Schools that is different from what the Lerner
School is all about. Misperceptions include: not diverse, academics suffer for Jewish studies, it’s
shtetel like, etc. or they have no relationship with The Lerner School.