Creating Distinctive Brands to Grow Awareness of Five Magnet Schools
Georgetown County School District
Services: Brand Development, Graphic Design, Direct Mail, Social Media Strategy, Digital Advertising, Video Production, Print Materials, Staff Training
The Challenge
Georgetown County School District needed to introduce and differentiate five district-wide magnet schools, each with its own educational focus and identity.
The challenge was to create five distinct brands that could communicate what made each school unique while still feeling connected to the larger district. Beyond developing the identities, the district also needed a coordinated way to introduce the magnet programs to families, generate interest in open houses, and support enrollment.
The Solution
Team EMILY worked directly with administrators from each school to develop five individual brand identities centered on their respective educational focuses.
Our creative team developed new logos, color palettes, typography, and brand guidelines for each school, along with logo variations and files that school teams could continue using across future communications.
Once the brands were established, Team EMILY carried the new identities into promotional materials and an integrated launch campaign. Direct-mail postcards, social media content, and boosted posts worked together to introduce the magnet schools, promote the district-wide reveal, and drive families toward the schools' open house and online information.
Expanding the Partnership
Following the initial branding and launch campaign, the partnership continued as Georgetown County School District expanded its efforts to promote the magnet programs and increase enrollment.
For the 2026 enrollment campaign, Team EMILY's role expanded to include video production, targeted direct mail, social media templates, staff training, and geotargeted advertising. The campaign is designed to give each school its own recruitment assets while also promoting the magnet program collectively across the district.
The Impact
The initial magnet school launch combined 7,500 targeted mailers with a digital campaign that reached more than 10,000 viewers.
Within 60 days, the campaign generated 800 website visits, giving families a direct path from awareness of the newly branded magnet schools to learning more about their programs and enrollment opportunities.
Beyond the campaign results, each of the five schools now has a distinct, professionally developed identity and a consistent set of brand assets it can use moving forward. The continuing partnership builds on that foundation, shifting the strategy from introducing the magnet schools to actively supporting awareness, recruitment, and enrollment.
