CASE STUDIES
Across schools and communities around the world, we help people see their work through new eyes.
American School of Valencia
Spain
In an increasingly competitive international school landscape, the American School of Valencia (ASV) recognised the need to rethink its admissions journey and elevate the overall experience for families. To guide this work, ASV partnered with [YELLOW CAR].
​
​Although the on-site engagement was limited to one day, the results have been long-lasting. From operational improvements to mindset shifts across leadership and staff, [YELLOW CAR]’s work prompted a deeper reflection on how ASV communicates its value, and how it is experienced by families, students, and employees alike.
They left us a framework to build upon - structurally and organically. It helped us see things we hadn’t noticed ourselves.
Based on a conversation with
Michael L. Smith, Director
Reframing Admissions
SCOPE OF WORK
David and Suzette conducted a one-day, on-site consultation with the ASV admissions, communications, and marketing teams. Their approach was highly collaborative, evaluating not only the admissions process but the broader experience journey families encounter when engaging with the school.
The visit was structured around the delivery of a practical framework, designed to provoke reflection, surface blind spots, and spark targeted action. From the moment of first contact to a family’s arrival on campus, every touchpoint was examined for its emotional and functional impact.
No two international schools are the same, but the structures are familiar. Their framework helped us iterate toward a version of ASV that we hadn’t fully envisioned ourselves.
KEY IMPACT AREAS
​​
Although the visit was short, it catalyzed a series of strategic actions across ASV’s admissions and communications efforts. The team not only absorbed the framework but acted on it swiftly and decisively. Implemented changes included:
-
Campus logistics: Improved visitor signage and introduced reserved parking for prospective families.
-
Communications: Refined website language and redesigned school brochures for greater clarity and appeal.
-
Digital storytelling: Launched a new promotional video, incorporating voices of students, faculty, and families.
-
Admissions capacity: Expanded the hours of the admissions assistant to better meet increased demand.
​​​The outcomes were more than operational. They also influenced ASV’s culture of reflection. Teams now meet every three weeks to review their progress and ask, “What are we still not seeing?”.
Many schools receive a framework and don’t act. We acted immediately. Our only frustration was not having more time with [YELLOW CAR]
A SHIFT IN PERSPECTIVE
One of the greatest values [YELLOW CAR] brought was helping ASV staff see their school through the eyes of others. Michael noted that long-tenured staff, including himself and the admissions director, had developed a kind of “experience blindness.” Familiarity dulled their awareness of how first impressions truly felt.​​
Staff are now more intentional in designing not just the admissions experience, but the ambient experiences families have when walking through the campus, sitting in the reception area, or speaking with team members. Even small interactions, what the receptionist says, or what’s visible in the atrium, are now considered part of the school’s broader story.
​​
They helped us see things through another perspective
and a lens we should never have forgotten: our families and students.
ORGANISATIONAL IMPACT​​
This experience strategy work has already influenced leadership culture at ASV. Michael described a stronger alignment between experience thinking and his own role as Head of School, particularly in empowering teams to lead improvement efforts with autonomy and purpose.
​
Admissions and communications staff now receive ongoing professional learning opportunities and participate in external networks to stay connected with best practices. What began as a focused visit has grown into a sustained process of improvement.
​
Even at the time of the interview, ASV was seeing tangible results:
-
The lowest withdrawal rate in school history
-
Over 600 applications for limited spaces
A renewed focus on how to maintain relationships with families—even when space isn’t available
Too often in admissions, we just ask: ‘Did we hit the numbers?’
But this work helped us think about the quality of the journey and how our people feel within it.
LOOKING AHEAD
While the initial engagement focused on admissions, Michael sees future work with [YELLOW CAR] expanding into new territory: faculty and staff experience.​​
He envisions aligning internal culture with external messaging so that every member of the community can play a role in shaping and sharing the school’s identity.
What happens every day in the classroom matters. Those are the stories our faculty carry into the world. We want to make sure they feel connected, empowered, and aligned.
CONCLUSION
The American School of Valencia’s work with [YELLOW CAR] stands as a model of what is possible, even with a single day of on-site support.
Through an actionable framework, a clear process, and a powerful provocation, ASV has begun reshaping how it designs and delivers experiences at every level.