We Must.
Snapshot
Formerly known as Matignon High School, The Cambridge Matignon School (www.Matignon.org) is one of the oldest Catholic high schools in Massachusetts. However, despite its legacy of almost unparalleled academic and athletic success, as well as its ongoing innovation in experiential education, Matignon maintained increasingly low brand awareness.
Strategy
In 12 weeks, Ovus & Ater designed a Brand Strategy that leveraged place branding to more overtly associate Matignon with its longtime home city of Cambridge. The transformation from ‘Matignon High School’ to ‘The Cambridge Matignon School’ allowed Matignon to activate stakeholders’ positive associations with Cambridge - associations like educational excellence, innovation, and diversity - while permanently reminding potential families of the School’s enviable location. Additionally, the subtle shift from the ‘High School’ to ‘School’ category contemporized and clarified Matignon’s positioning while promising curricula and resources beyond those of traditional Catholic high schools.
And More …
Ovus & Ater designed a new Website to reflect the School’s positioning.
Ovus & Ater refreshed the School’s Logo for all applications.
Ovus & Ater produced web stories, video ads, and image ads that shared the remarkable stories of Matignon’s students, staff, and alumni.
Ovus & Ater facilitated an SEO initiative to maximize Matignon’s search rankings.
Ovus & Ater coached faculty, staff, parents, and alumni to more effectively evangelize Matignon’s new name.
