Thank you for the engaging, productive, and inspiring work with our group yesterday. We all felt energized and hopeful for our future.
Hebrew Union College
We helped Holy Trinity reframe its identity and launch a bold admissions campaign that grew ninth-grade enrollment by 67% in one year, with enrollment continuing to rise.
Sector
Colleges & Universities
Deliverables
Brand Strategy
Loved by insiders, missed by everyone else.
Challenge
Holy Trinity High School has long served students excluded from opportunity due to wealth or status. While the school’s mission has remained steadfast, the demographics of its students and the educational landscape have evolved. Today, the Holy Trinity community holds deep emotional connections to the school, valuing the personal relationships, academic opportunities, and mutual respect that foster transformative growth.
At the same time, prospective families are unclear about what distinguishes Holy Trinity, often making generic assumptions about the school based on its Catholic identity and tuition support programs. Holy Trinity engaged Mission Minded to help them communicate their unique approach in hopes of reversing misperceptions and several years of declining enrollment.
Personal connection is the difference.
Insight
Our research revealed that internal audiences, while emotionally connected to the school, were experiencing a crisis of confidence. Externally, most prospective families were either unaware of the school or misunderstood its value, leading to perceptions that limited its appeal. We also found that Holy Trinity’s founding mission continues to resonate deeply, but the signals sent around its values felt outdated. To succeed, Holy Trinity needed to break away from the perception of being a traditional, low-cost Catholic school to redefine itself as a community focused on personal impact, human connection, and transformative education.
Dr. Andrew Rehfeld Ph.D.
as President
, Hebrew Union College
What you learn, who it makes you.
Journey
The reimagining of Holy Trinity’s brand would mean moving away from outdated notions and embracing its true strength: a community where families can access opportunities and meaningful connections that help students transform their lives. This came to life in a vibrant visual identity and a powerful admissions campaign, anchored by the message, “Great education starts with what you learn—and becomes more powerful when it shapes who you are.” A stunning admissions view book was created to showcase this ethos, resonating with prospective families and students alike.
67% more ninth-graders, growing.
Impact
Holy Trinity’s revitalized brand and admissions campaign have already yielded significant results. The school welcomed 72 ninth-grade students at the start of the 2024 year, a marked increase from 43 the previous year, with enrollment likely to grow further. The community has embraced the new visual identity, and excitement around the new admissions viewbook has been overwhelmingly positive, solidifying Holy Trinity’s place as a top choice for education in Chicago.
