Veritas Classical Academy

Veritas Classical Academy launched in 2025 as the first classical charter school in the Chippewa Valley. A Hillsdale College candidate school, Veritas had a strong educational model but a slow start to enrollment. The challenge was not the product; it was the perception. Most families in the area had never heard of classical education, and many carried negative assumptions about charter schools in general. Veritas was fighting on two fronts: explaining an unfamiliar educational model while overcoming skepticism about the charter model itself. The school’s early marketing was limited and did not address either barrier.

MXD partnered with Veritas in 2025 and started with deep strategic work. We ran a Catalyst Intensive with the head of school and board, built detailed audience personas, mapped the competitive landscape, and identified the specific objections and misconceptions holding families back. What became clear was that winning enrollment meant more than better ads. It meant reshaping how the community understood both classical education and what a charter school actually is. We rewrote all marketing messaging from the ground up to lead with the outcomes and values parents already cared about, then connected those to the classical model in language that felt accessible, not academic.

From there, MXD delivered a full 12-month admissions marketing plan, a new hero video, redesigned print materials, a presentation deck for prospective parent events, and creative direction for a brand-new website. We also provided guidance on the school’s physical environment, including signage and building layout, to make the space feel more welcoming to visiting families.

With no internal marketing team, we came alongside Veritas leadership to run all digital advertising and manage their entire ad spend. Veritas is now on track for a record enrollment year.