Eliezer Max School

Eliezer Max is a Jewish school located in the Laranjeiras neighborhood, resulting from the merger of two schools with different values. Since the merger, Eliezer had been struggling to define its true positioning in order to align ideals with its staff and families. We were hired to improve the student recruitment process while considering the school's new values. In this project, I worked on the discovery and ideation phases to develop a service blueprint and a manual outlining concrete actions for use during the student recruitment period.

Eliezer Max faced challenges in defining its positioning post-merger, which affected its ability to align its values with staff and families. This misalignment was particularly evident during the student recruitment process, where the school struggled to clearly communicate its values and attract new students effectively.

To map out the student recruitment process and understand the institution's positioning, we engaged with various stakeholders within the school community:

• Staff Members: To gain insights into the internal perspective and operational challenges.
• New Families: To understand the motivations and expectations of recent enrollees.
• Families Who Chose Another School: To identify reasons for opting out of Eliezer Max.
• Multipliers: Influential individuals who attract new families to the school.

Through interviews, we gathered comprehensive data on the needs, preferences and pain points of each stakeholder group, while also understanding what values they believed the school really had.

‍

Based on the gathered data, we developed detailed personas representing the relevant audience segments. Each persona included specific jobs to be done and mapped journeys, highlighting their interactions with the school. This approach allowed us to understand the commonalities and differences in their priorities.

Using the insights from our research, we created a service blueprint that outlined the entire student recruitment process. This blueprint identified key touchpoints and interactions, ensuring a seamless and consistent experience for prospective families.

Additionally, we developed a comprehensive manual containing concrete actions and strategies for use during the recruitment period. Key elements included:

• Persona-Based Communication Strategies: Tailored messages for each persona, addressing their unique needs and priorities.
• Touchpoint Optimization: Enhancing key interactions to effectively communicate the school's values.
• Engagement Tactics: Leveraging multipliers and other influential stakeholders to attract new families.

By implementing the service blueprint and manual, Eliezer Max was able to:

• Clearly Define Its Positioning: Aligning its values with those of its staff and families, creating a cohesive identity.
• Enhance Communication: Tailoring messages to address the specific needs and priorities of different audience segments.
• Improve Recruitment Efficiency: Streamlining the recruitment process and providing a more engaging experience for prospective families.