White Mountain School

Services

Storytelling
Story coaching
Design
Copywriting
Websites + Landing pages
Video
Film scoring

Reaction

“Thank you for your innovative microsite design approach and extra effort!” –Donald Ball, Interim Head of School

White Mountain School is determined to stay small. With a maximum enrollment of 150 students, they make good on the promise that every single student is well-known by their peers and the entire school faculty.

Many schools proclaim a caring, close-knit community of learners, but at WMS you can feel it as soon as you step on campus. They call it “mountain magic.” While “small” is part of their secret sauce, too small is a problem. At least is was, so they asked for our help developing a new SEO campaign to drive admissions traffic to their website.

SEO is great for delivering a low-stakes pitch to huge numbers of people. But with limited seats available, they needed a small, high-conversion approach. So we taught teachers and students how to tell their personal WMS story, created a video library of these stories, and designed a content-aware landing page to turn online interest to enrollments.

Tell us your story →

Truth is the strongest marketing

The one thing White Mountain School does better than just about anyone is to nurture close, authentic relationships of mutual appreciation. So rather than crop-dust the internet with SEO marketing, we recommended leveraging those powerful relationships.

We spent several days on campus teaching everyone at WMS how to tell a great story, and to identify what about their time at WMS would make for compelling listening.

Then we rolled tape in multiple locations across several days, capturing over a hundred powerful personal narratives.

Technology that follows through

With a massive content library at hand, we designed a content-aware landing page that would honor the information in these videos.

For example, a girl’s story about struggling with science in 10th grade—until she discovered a passion for extreme hiking—would reconfigure the landing page to feature supporting stories about girls, 1oth grade, science, and outdoor sports.

Finally, the delivery channels for content would include the school’s social media accounts, but primarily relied on peer-to-peer sharing through the personal networks and social media accounts of students, parents, faculty, and other friends of the school.