Outward Bound
Outward Bound was misunderstood by its core audience. Young people didn’t see Outward Bound as the sort of outdoor adventure they wanted to experience. It was for “troubled kids”. “Bored kids”. Anybody but me.
We immersed ourselves in the world of our 14 -18 year old audience. An audience wary of adult wisdom and even more skeptical of advertising. Using phone focus groups and actual student journals written while taking the course, LKM crafted a brand that captures the voice of the student.
The branding strategy, which extended into advertising, catalogs, recruiting programs and even course composition, resulted in North Carolina Outward Bound being the only school in the United States that realized increased inquiries and enrollment.
