TMI – The Episcopal School of Texas

TMI Episcopal School Case Study
San Antonio, TX

• Marketing materials did not represent the school and staff’s warmth nor the real overt benefits
• Website was in production with a local design firm and no one liked the designs that were being done.
• The board approved the suggested name change from Texas Military Institute to TMI Episcopal School but did not tell anyone. This led to confusion, de-motivation and many unanswered questions.
• Low consistency with name and logo usage by the school, staff, parent and alumni associations
• Poor internal and external communication regarding branding, news and goals
• Slow to react to potential new students, visitors looking at competition
• Low staff synergy, everyone doing their own thing and low communication
• No results from advertising for the year 2005, and no tracking

• Attacked the name change head on and put out existing fires
• Redesigned all marketing pieces to present the real brand experience
• Redesigned website to represent the real brand experience
• Built a new format and weekly marketing meeting resulting in alignment and accountability for all sales/marketing people with high focus on detailed numbers for what is working and what is not.
• Secret shopped TMI, St. Mary’s Hall and other area private schools to see what to do and not to do
• Dramatically reduced/changed all advertising by Stopped all spending: over $25,000
• Built tradeshow booth and the plan to market the school that is cutting edge
• Built plan for grass roots efforts and one to one marketing to direct audiences versus mass marketing
• Sound bites were developed and introduced to everyone who talked to potential families, this synergy articulated overt benefit. They were also on the walls of the school and a full internal campaign
• 400% increases in inquires and schools visits
33+% increase in New Students (added 100 new students). This was 2007.

Size of School initially: 265 students

Current School Size (as of 3/2009 and continuing to work on the next phase):
• 400 students enrolled (highest ever) with a waiting list. Highest level of calls, visits, web hits, media attention in history. Web hits have gone from 200 per day average to over 1000

Brenda Klaftenegger or Dr. Jim Freeman, Headmaster
(210) 698-7171


“Salesby5 was hired to help our school through a re-branding process. They delivered a fresh look, innovative ideas to market our school, and in depth training for faculty and staff to enable us to present one cohesive message. We worked with Salesby5 for about one and half years officially and still receive advice and communication from him on a regular basis. Our admission inquiries continue to increase and we have been able to successfully increase our enrollment along with the ability to have increased brand recognition within the community. We have been very pleased with the results from our association with Salesby5.”

Cindy Schneid, TMI – The Episcopal School of Texas