New Roads School: A Hidden Gem Among LA Private Schools

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BG&A has helped uncover the gem that is New Roads School by telling its unique and positive student and leadership stories to the external community.

The Challenge

BG&A needed to establish New Roads School as a true innovator and leading progressive school teaching its students to grow into independent thinkers. Its students have a 100% college acceptance rate. It’s authentically diverse student population, mirroring the rich diversity of Los Angeles, devotes no less than 40% of the tuition budget to need-based financial aid every year, providing financial assistance to more than 50% of its families. This is a tough story to tell effectively.

The Approach

In addition to providing support around custom messaging, our integrated campaign required extensive media relations tactics, such as news releases, thought leadership essays, secured speaker submissions, media alerts and media briefings. BG&A identified the school’s under-recognized achievements and unique student initiatives and told these stories.

The Results

In 8 months, BG&A has secured multiple placements and one 45-minute speaker presentation for the head of school at the ASCD’s annual conference. Stories may be found online at KTLA, KABC7, KCRW Press Play with Madeline Brand, The Santa Monica Daily Press, The Santa Monica Mirror, PRIDE LA, The Advocate, The Argonaut and more.

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