August 2010
Dear New Horizons Families,
Before we know it, we will be celebrating a new school year. We look forward to another amazing year of growth for all students and we whole-heartedly thank you for entrusting your child’s education to us. This year promises some particularly exciting developments, and it’s important to reflect on our accomplishments as we move forward.
Did you know that…
· our school is celebrating its 40th year this year?
· the majority of our students move on to top tier private schools like Germantown Academy, Abington Friends and Germantown Friends? And that our graduates attend colleges like Swarthmore, Tufts and the US Air Force Academy?
· New Horizons is the only Montessori school in our area that includes a full Elementary program through the 6th grade?
· our school’s teachers have an average of 16 years of experience and have spent at least 6 years in their formal educational training? We think they’re the best faculty anywhere.
· New Horizons is an academic institution that provides a true elementary education starting at age 18 months? We’re a school, not a daycare.
· most parents in the school selected it based on their dedication to academics?
These facts are some of the many that describe who we are and what we do at New Horizons. We think that it’s critical that you, and everyone in our community, know the school’s full story.
That’s why, three years ago, the school’s Board of Trustees charged an ad hoc working group – the Marketing Committee – with rebranding the school. The Marketing Committee consists of seasoned marketing, sales, advertising, public relations and graphic design professionals. They were asked to create a full program to communicate who we really are and what we really do, considering everything from changing the name of the school to creating a new “look and feel”. The Committee has achieved the goal and we owe them tremendous gratitude for turning dreams into reality. This level of work, which was achieved on close to $0 budget, is worth tens of thousands of dollars, and we expect it to pay enormous dividends for years to come in terms of enrollment growth and retention.
Thanks to that team, and to you, our dedicated parents, students, faculty, staff and alumni, we have many exciting announcements for the coming school year. The response to our renaming and rebranding effort was far-reaching and overwhelming. Over the last three years, the Committee conducted focus groups, interviewed teachers, talked with students and alumni, and surveyed our parent community several times. We are all tremendously appreciative of every contribution.
Now we’re itching to unveil the results of all of this hard work! The Committee took all of your input and spent countless hours of brainstorming and wordsmithing and developed a brand for the school – a new name, logo and tagline and marketing copy and materials – that truly reflects who we are. We’ve seen it and it’s great!
But we’re not rushing into this. We think it’s critical to pay as much attention to the roll out of the changes as was paid to their development. We’re a participatory community and we want everyone to share our excitement. So, as you prepare for the new school year – new backpacks, lunchboxes, clothes and more – remember that there’s an extra reason to look forward to this new school.
Here’s what’s going to happen:
§ The formal announcement of the new name, logo, and tagline will be made in an open letter to the entire community in late August. The name won’t actually change until October, but this letter will ensure that everyone hears the story at the same time, from the source.
§ Mark your calendars for a School Social from 4:30-6:30 pm on September 7th. It’s a chance for the children to reunite and for everyone to learn more about the new name, logo, its evolution and transition. At this celebration, you will hear directly from both us and the Marketing Committee about the marketing changes you can expect to see over the following months and – most importantly – we will join in celebration and gratitude to our entire community for making it all possible.
§ On September 16, please come to Back to School Night – every parent should every year, even if you’re an old hand. It is an opportunity to (re-)connect with your child’s teacher, and get all of your questions about the classroom answered. It’s also a chance to hear about our vision for the school and the programs we’re developing.
§ Then, join us on October 2nd for the Fall Festival to celebrate the day of the official name change, and check out the new sign that we’ll unveil.
Come out and get involved in the excitement! Your fellow parents, Board of Trustees, faculty and staff are proud of the new image of our great school – we know that you will be too! Thank you for helping to make our school the very best place to educate young minds.
Sincerely,
Laura Stulb, Head of School
Lucinda Holt, Board President
