Karolina School

SOLUTION

At the beginning of our collaboration, we held a workshop based on service design methodology with the school’s leadership and staff, followed by individual interviews with teachers and parents. This process gave us insight into how Karolina operates and how communication tools could best support the institution.

During the 2024/2025 academic year, we began systematically building the school’s reputation through press communication. Through press materials and interviews with the school’s leadership, we highlighted the high-quality pedagogical work and innovative teaching methods taking place at the institution.

In the 2025/2026 academic year, we continued this work with a new focus: the user journey experienced by parents and children interested in the school during the admissions year. We created a newsletter series that provided real support during this complex, decision-heavy period. Some press materials were also built around this theme, positioning Karolina teachers as experts.

For the central written entrance exam, we prepared a simple but empathetic gesture: encouraging, supportive messages were placed in exam rooms and parent waiting areas, and the related press and social media communication was coordinated accordingly. In the final phase of the admissions period, we also drew attention to the school’s strengths through paid placements in key Szeged-based media outlets, and for one month local residents could even encounter Szeged’s first “Karolina tram.”

Meanwhile, we also rethought the school’s social media communication, as Karolina’s platforms serve not only as information channels but also as important recruitment tools. For the 2024/2025 admissions period, we prepared content and locally targeted ads aimed at parents. In the following academic year, we took social communication to a new level: in January 2026, alongside the existing Facebook page, we launched Karolina’s Instagram account with community building as its primary goal.

We created “Szegedi Karolina,” a fictional mother facing the same educational and school-choice dilemmas as most parents. In these decision-making situations, she receives guidance and support from Karolina teachers through an ongoing “dialogue.”

An important milestone of the collaboration was the creation of Karolina’s new visual identity and slogan. The school community was involved in selecting the slogan: students and teachers chose from four options the one they felt truly represented them. This process resulted in the slogan: “We build community, we create the future.”

RESULT

Thanks to the collaboration, nearly 120 organic press appearances about Karolina School were published within a year and a half in local and national media outlets, including Index, Képmás and Manna FM. As a result of redesigning the school’s social media communication, students, parents, teachers and prospective families can now access visually consistent, regularly updated and informative platforms. This impact is clearly reflected in the numbers: between September 2025 and January 2026, Karolina’s Facebook content received 352,400 views.