The Background
The Newviews Agency partnered with Cristo Rey Richmond to strengthen the school’s brand presence and develop a marketing strategy that would meaningfully increase enrollment. Cristo Rey approached us with a clear challenge. They needed a refreshed image that reflected the excellence of their academics, the transformative power of their Corporate Work Study Program, and the unique opportunities the school provides to students and families across Richmond. Our goal was to create content that not only informed prospective families but also elevated the school’s identity in a competitive educational landscape.
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We began by producing a suite of compelling videos that showcased the heart of Cristo Rey. These included student and parent testimonials, scenes of classroom engagement, workplace experiences, and the vibrant community that makes the school stand apart. Each piece was crafted to highlight Cristo Rey’s mission, the value of its programming, and the real life impact it has on students’ futures. By focusing on authentic voices and real stories, we built a visual narrative that speaks directly to the interests and aspirations of prospective families.
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At the center of this work is a commitment to helping Cristo Rey grow. Our marketing efforts provide the school with powerful tools to reach new families, strengthen its brand, and expand community awareness. The content we created does more than promote enrollment. It amplifies Cristo Rey’s mission, celebrates its students, and reinforces its role as a vital pathway to opportunity in Richmond.
Project Type
Social Storytelling
Copywriting
Campaign Ideation
Video Production and Content Creation
Photography
Digital Campaign
Marketing
Experiential Marketing
Drone Operation
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The Goals:
Increase Enrollment.
Elevate Branding.
Strengthen Awareness.
Our Process
Our process began with a deep discovery phase where we met with school leadership, students, and families to understand Cristo Rey’s mission, strengths, and enrollment challenges. We then developed a targeted content strategy built around authentic storytelling that reflected the heart of the school community. Our team created a series of interviews, classroom features, and workplace visuals that highlighted the academic rigor, supportive environment, and real world opportunities offered through the Corporate Work Study Program. Once the content was produced, we refined the messaging, optimized the visuals for digital platforms, and delivered assets designed to meet families where they are, ensuring each piece served the larger goal of strengthening Cristo Rey’s brand and increasing enrollment.
Paid Ads Campaign
Cristo Rey Richmond partnered with The Newviews Agency to drive enrollment by telling a clearer, more compelling story about what makes the school different. Our goal was simple: create content that connected with families, built trust, and showed the real impact of a Cristo Rey education.
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We developed a focused video and digital ad campaign that blended authentic student and family voices with dynamic visuals and clean motion graphics. Each piece was designed specifically for paid distribution, optimized to stop the scroll, communicate value quickly, and guide viewers toward enrollment action.
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Working on an accelerated timeline, our team collaborated closely with school leadership to capture key messages without disrupting daily school life. From strategy and scripting through production, editing, and final delivery, everything was built to support one outcome: increased awareness, stronger engagement, and measurable enrollment growth.
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The result was a polished, high-performing campaign that reflected Cristo Rey’s mission while meeting families where they are online, on mobile, and ready to learn more.
+2000% in application inquiries
Broadcast Style 60sec TV Spot
For Cristo Rey Richmond, we produced a broadcast-ready 60-second television commercial designed to reach families across the region with a clear, compelling message. To ensure the school could connect with a wide range of viewers, we created two distinct versions of the spot. The first approach was upbeat and energetic, featuring quick pacing, vibrant visuals, and dynamic student moments that highlighted the excitement and momentum of the Cristo Rey experience. The second version took a more reflective tone, slowing the pacing and focusing on heartfelt testimonials and intimate scenes that emphasized the mission, community, and life changing impact of the school. Together, these two styles provided Cristo Rey with flexible, emotionally resonant options for broadcast and digital placement, allowing the campaign to reach families through multiple storytelling lenses.
Social Media Content
Spanish Vertical Ads:
Cristo Rey
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Dual-language campaigns tailored to reach and resonate with diverse family communities.
Sacred Heart:
Cristo Rey
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Event pop up to have conversations with perspective students.
Frechman Draft Day:
Cristo Rey
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A quick glimpse of the students being drafted for their work-study selection.
Coffee & Conversations
Cristo Rey
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I sit down with prospective students and parents on all the great things that Cristo Rey offers.
Donation Activation Video
For the donation activation video, we worked closely with the Chief Executive Officer to create a direct-to-camera message that felt personal, authentic, and motivating. Our goal was to help Cristo Rey clearly communicate the urgent need for community support and the real impact donor contributions make in the lives of students. By using a simple, clean visual approach and focusing on heartfelt delivery, the video allowed the CEO to speak with clarity and sincerity about the school’s mission, current needs, and vision for the future. The final piece serves as a powerful call to action that strengthens donor engagement and reinforces the essential role community investment plays in sustaining Cristo Rey Richmond’s work.
Behind The Scenes
From location scouting to motion graphics, this project was a collaborative effort in capturing the city’s transformation. Explore how our team brought vision to life—one frame at a time.
Our seamless and efficient work was made possible by the comprehensive preproduction work we completed prior to shooting. With everyone working to establish creative ideas and manageable workload delegation, we were able to plan every detail of our day. This unity was key to creating a beautiful piece of content, but also in establishing timelines ensuring success.
As we moved through the shoot, our pre-production efforts paid off allowing for seamless transitions which helped us finish ahead of schedule. With the collaborative effort of the creative and production management sections of our team, from sunrise to wrap up we smoothly worked through the day documenting the process along the way.
Creativity and efficiency was the game, yet we made time to celebrate and capture the magic off-screen as well. Highlighting the work of each team member as well as the clients, we captured the magic behind the scenes at each location. Peeling back the curtain on how we operate, The Newviews Agency produces more than just the finished products, we make memories along the way.
It's just what we do
At The Newviews Agency we don’t just build campaigns—we build beautiful results that can stand the test of time. Our work with Cristo Rey is a clear testament to the level of creative and efficient work we provide.