I Can. And I Will.
Photography & Copywriting by Paul Cotter
Design by Jean Schweikhard
Last Fall, I was blessed (pardon the pun) with the opportunity to develop a marketing campaign for a Catholic school for girls in California's East Bay area. I provided the photography, campaign concept and writing, while my friend Jean Schweikhard designed the graphic look. Jean is a superb freelance art director living in Buffalo, and our creative collaboration goes back many years.
Our assignment: Attract top-quality admissions candidates to Carondelet High School, a well-respected independent school that's celebrating its 50th anniversary. The campaign should show that Carondelet gives young women the confidence to excel, thanks to a strong college prep curriculum and a commitment to character development and spiritual growth.
ABOVE: These are the fronts of three postcards we created. The theme “I Can. And I Will” conveys the confidence that the school instills. “That’s the Spirit” salutes the can-do attitude and also affirms the school's Catholic values -- the religious spirit of Carondelet.
BELOW: The three posters on the left were displayed in local middle schools. The tall vertical poster on the right was featured at the school's booth at admission fairs.
The campaign also included print ads, web banners, a radio commercial and an information packet that was handed out at the Open House.
(CLICK ON ANY IMAGE TO SEE A LARGER VIEW)
From a photography standpoint, this was great fun because I got to shoot so many things: cool classroom activities ... competitive sports ... joyful Masses celebrating faith ... candid moments of laughter and friendship. I provided Carondelet with a large library of images that can be used for the school magazine, newsletter and other communications vehicles.
I’d like to thank Jean for making the campaign look terrific, as she always does. And I’d like to tip my hat to the marketing staff at Carondelet. They provided all the information, inspiration and support a creative team could ask for – and they gave many helpful suggestions which made our ideas even stronger. Can I express my appreciation to this wonderful client? I can. And I will. Thank you, Carondelet.
Want to see more sports photos?
To see the wide range of sports that I've photographed for schools, click on this sports gallery image.
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