Rebranding and positioning a school district has become critical to satisfy the "customer's" appetite, enhance public relations, and advance consumer perceptions. A service design model provides a district with the framework to advance its position by identifying attributes and prompts to satisfy customer needs and increase student enrollment. A case study of Madison School District demonstrates how applying branding and positioning ideas can be translated from a business model to an educational setting. The district positioned itself to assess customer perceived quality, customer perceived value, customer loyalty, and finally, customer experience related to the district. These assessments, coupled with focused marketing resulted in a three-year trend of steady student growth and a 9% increase in district revenue. (Contains 2 figures.)