The Alexander Dawson School at Rainbow Mountain, considered by many to be one of Southern Nevada's top private schools for Pre-K through eighth grade, retained star7advertising to develop a branding campaign earlier this year. The comprehensive campaign has now launched in several local publications and on line. 

The primary objective of the campaign is to better highlight the academic offerings of the school and the accomplishments of its student body. Research leading up to the development phase of the campaign indicated that the community believed the school did not emphasize academics as much as it did the arts and athletics. 

"We found the perception not to be in line with reality, so we set out to modify the perception," said Michael Imperi, Alexander Dawson's headmaster. "We have also instituted some terrific new curriculum that we want to bring to the forefront in our advertising. We have world language classes like Mandarin, Latin, French, and Hebrew, that you just can't find in the catalogues at other schools in town."

Each ad in the campaign blends visual and written elements of academics, athletics and the arts into a message that ultimately says "Alexander Dawson students are prepared for a future that demands they know the essentials...and so much more." The tag line developed for the campaign is "Engaging. Enriching. Empowering."

"That tag line pretty much sums us up in just three words. It's what we are all about," Imperi said. 

The tag line was put to work as a URL which links users on the web to a microsite designed to expand the message of the advertising and to provide a simple and easy point of contact with the school. The microsite is independent of the school's primary web site. 

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