Messaging & Brand Strategy

Magellan International IB School — Qualitative Research Synthesis

Six Core Messaging Angles

Derived from parent, student, and board member interviews. Each angle addresses a distinct audience need.

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Angle 1

No Box to Fit Into

Magellan is the antidote to elite privates that homogenize students. Keeps kids broad for self-discovery.

“Other schools create a smaller box. Magellan is the opposite. It keeps kids really broad so they can have the best chance of self-discovery.”

— Kevin, parent and board member
TARGET Parents comparing to elite privates (St. Stephen’s, St. Andrew’s)
CHANNELS
Tour scriptWebsite heroParent testimonial video
♦
Angle 2

Optionality

Parents want a school that doesn’t close doors. IB diploma + bilingualism = maximum future flexibility.

“Magellan won’t tell you what you’re going to become. But when you’re ready to decide, you’ll have the skills and credentials to become anything.”

— Test message from research
TARGET Career-anxious parents, families concerned about college readiness
CHANNELS
HS program pageAdmissions follow-up emailParent info session
♥
Angle 3

We Know Your Kid

Small classes = deep teacher-student relationships. Teachers know every child by name.

“They know every kid’s names. They know what they need. You have a deeper connection with the teachers. That’s not something you get at other schools.”

— 8th grader likely staying

Kevin’s “student recipe card” concept — teachers sharing what motivates each student

TARGET Parents leaving large public schools, parents of kids who feel “invisible”
CHANNELS
Open house talking pointsParent ambassador scriptSocial media
☼
Angle 4

The World Is Your Classroom

Spanish immersion + IB global framework + real-world learning for internationally-minded families.

TARGET Families with international ties, globally-minded professionals
CHANNELS
International community outreachEmbassy/consulate partnershipsMultilingual materials
⚙
Angle 5

Rigorous Without Being Robotic

IB critical thinking vs. rote memorization. Academic rigor that prepares for a changing world.

“Traditional education teaches kids to memorize a set of facts toward jobs that exist today. That’s probably not the best model in the quickly changing world we’re in.”

— Kevin, parent and board member
TARGET Parents anxious about AI/automation future, anti-testing parents
CHANNELS
Curriculum nightIB value explainerSocial media content
★
Angle 6

Just One Family — Referral Frame

550 families × 1 lead × 25% conversion = ~135 new families. Community mission, not sales ask.

Three committed 8th-grade moms already formed a guerrilla marketing group unprompted.

— Qualitative research observation
TARGET Current parent base (especially committed advocates)
CHANNELS
Parent ambassador programReferral cardsCommunity events

Audience × Messaging Matrix

Five target segments mapped to the messaging angles that resonate most. Gold checkmarks indicate primary resonance; muted marks show secondary fit.

Segment1No Box2Optionality3Know Your Kid4World Classroom5Rigorous6Referral
Elite Private Comparer Comparing to St. Stephen’s, St. Andrew’s. Values prestige but open to alternatives that offer breadth. ✔✔✔
Public School Refugee Leaving large AISD schools. Seeking personal attention and a community feel. ✔✔✔
Globally-Minded Family International ties, bilingual priority. Values global perspective and language immersion. ✔✔✔
Career-Anxious Parent Worried about college/career outcomes. Wants tangible credentials and future-ready education. ✔✔✔
Current Advocate Loyal families ready to refer. Already believes in the mission and wants to spread the word. ✔✔✔

Competitive Positioning

How Magellan’s messaging differentiates from Austin’s key competitor schools.

LASA

Liberal Arts & Science Academy
They Offer

Free IB, strong academics, large school

Magellan Counters

Small classes, Spanish immersion (LASA has none), “we know your kid” vs. anonymous

Key Differentiator

Immersion + IB is unique to Magellan

St. Stephen’s Episcopal

St. Stephen’s Episcopal School
They Offer

Elite reputation, strong athletics, campus beauty

Magellan Counters

“No box to fit into” — less homogenizing, more diverse discovery

Key Differentiator

IB framework vs. AP curriculum

Ann Richards / AISD Magnets

Ann Richards & AISD Magnet Programs
They Offer

Free, specialized programs, larger peer groups

Magellan Counters

Bilingual IB pathway, small community, teacher relationships

Key Differentiator

K–12 continuity in single school

Griffin School

Griffin School
They Offer

Small school, progressive pedagogy

Magellan Counters

IB credential (internationally recognized), Spanish immersion

Key Differentiator

Credential + language = tangible outcomes

Implementation Playbook

Practical action items organized by timeline. Each item shows a suggested owner, cost indicator, and supporting messaging angle.

Immediate

0 – 30 days
Deploy “Just One Family” referral ask at next parent event
Head of School Zero Angle 6
Brief all tour guides on 6 messaging angles
Admissions Director Zero All
Create 1-page IB value sheet for admissions packets
Marketing Lead $ Angle 5
Draft Jonathan Silver intro letter using “Optionality” framing
Head of School Zero Angle 2

Short-Term

30 – 90 days
Launch Parent Ambassador pilot with 10–15 committed families
Community Manager $ Angle 6
Produce 3 parent testimonial videos (No Box, We Know Your Kid, Rigorous)
Marketing Lead $$ 1, 3, 5
Redesign HS program page with “Optionality” and credential outcomes
Web / Marketing $ Angle 2
Host campus open house for veteran families (community cohesion recovery)
Head of School $ Angle 3

Medium-Term

90 – 180 days
Build feeder school outreach targeting AIS French program 8th graders
Admissions Director $ Angle 4
Develop IB alumni outcomes research (what happened to graduates)
Marketing Lead $$ Angle 2
Create multilingual recruitment materials for international community
Marketing Lead $$ Angle 4
Establish quarterly “State of the School” parent communication cadence
Head of School Zero Angle 3