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Mosaica Education

MHG helped launch this national charter school company’s second foray into the Phoenix marketplace, a market already crowded with private and semi-private primary educational opportunities. Mosaica acquired a struggling school near South Mountain where the demographics supported the growth of a charter school for elementary grade children. While the national organization enjoyed a great reputation in excelling schools, it failed to differentiate its brand in the Phoenix metropolitan marketplace.

MHG was brought in by Keith Young, the school’s Principal, from a strategic partnership with then-retained Burchfield and Wolin Public Relations. We helped decision-makers understand their differentiation and align messages with this for those who had a less-than-stellar experience in competitive offerings. We immediately renamed the school Ahwatukee Foothills Prep, piggybacking on the success of the community nearby. We also matched core benefits to the needs of nearby families seeking an alternative to cost-prohibitive private school offerings, and built an incredible list of prime student candidates from which the recruitment became highly successful for years to come.

In seven short months, MHG rebranded the school and targeted candidate families, whose children had identified one of several unaddressed issues in other institutions, citing a better school where teaching and learning are paramount, but where safety and academic prowess go hand-in-hand. We were asked to bring in an additional 100 students for the upcoming fall grand opening, and we brought in more than 375.


  • Rebranding established the school as the kind of quality usually reserved for highly expensive private elementary school education

  • Community outreach spread the message of the new offering, precisely as open enrollment and community fairs found families shopping for the right school environment for their kids

  • Our development of a new list of candidates reinvigorated the recruitment process with qualified attendees

  • Total recruitment exceeded results by 275%

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