REQUEST FOR PROPOSAL:

Rebrand of the Montclair Cooperative School to Oak Ridge Cooperative School

Background:

The Montclair Cooperative School, located in Montclair, NJ, is a community of learners (nursery through 8th grade) where children are invited to take risks, question, explore, discuss, interpret, and create. We discover ways to apply learning effectively in solving problems and constructing new knowledge. We value diversity and understand that the world is composed of different people, cultures, and ideas. We are cooperative in that everyone – teachers, students, and parents – participates in the educational process. We are progressive in that children learn by building on multi-disciplinary themes and experiences.

The Montclair Cooperative School began in 1963 when Mary Meager, new to Montclair, wanted to start an interracial, nonsectarian, cooperative nursery school similar to one she belonged to in Michigan.

At the heart of our educational approach is the belief that children thrive in an environment that emphasizes a progressive approach to learning, a sense of community among students, teachers and parents, and the development of social skills.

Project Scope:

In an effort to broaden their geographic reach and student demographic, the Montclair Cooperative School is changing their name to Oak Ridge Cooperative School. As such, they need a new logo and would like to use this opportunity to roll out a complete rebrand and deployment of new promotional materials. The philosophy, core values, and mission of the school are not changing nor is the written messaging. Because of this, you will need the brand deliverables you develop to fit within their progressive education model.

Rebrand Goals:

• To increase enrollment, especially from outside Montclair

• To increase the diversity of the student body

• To position Oak Ridge Cooperative School as a leader in progressive education in Northern New Jersey

• To articulate, through the brand, the transformative nature of an Oak Ridge Cooperative School Education

Target Audiences:

• Families with children in or going into nursery through 8th grade

• Middle and Upper-income earning families, typically college-educated, within the above demographic

• Families with an interest in progressive education models and/or community/school engagement

• Families who attended independent schools and see the value of private education

• Diverse students/families (both visible and invisible)

• High achieving students (academically gifted)

Project Components:

• Logo

• Stationery (Letterhead, Business Card, Folder)

Deliverables:

All components of the project must be appropriately/professionally presented; though it is up to the individual designer as to what that means. Projects will be presented in a "pitch" format to a stand-in for the client.