Elevating St Joseph’s College through an impactful school marketing campaign

CLIENT: St Joseph’s College

SECTOR: Education

SCOPE: Marketing Campaign

Confronted with challenges posed by the potential VAT on independent school fees, St Joseph's College, Reading, strategically leveraged its school marketing efforts to address the situation. Our objective was to position the school as the epitome of value locally. The marketing of schools sits well within our educational sector specialism here at GWCM. Student experience, facilities, and educational quality would all need to be featured in our campaign. It needed to underscore the school's array of co-curricular opportunities in comparison to state schools.

The campaign's multifaceted objectives revolved around key messaging designed to enhance pupil retention. Raising awareness of St Joseph’s core values, would appeal to parents from higher fee-paying schools. Especially, those potentially affected by the proposed VAT pledge. Our effective marketing for schools expertise was challenged with attracting both new student applications whilst also broadening the school's appeal.

To achieve authentic resonance, our campaign focused on a compelling concept and messaging, featuring St Joseph’s distinctive, happy students. Our strategic marketing for schools approach ensured that the unique qualities of St Joseph's were effectively communicated to resonate with the target audience. A versatile narrative was developed to seamlessly adapt to various channels. This ensured consistency across both digital and traditional platforms. These included press, outdoor, and social media.

The success of the campaign is being measured through quantifiable metrics as part of our comprehensive marketing strategy for schools. Increased applications, improved retention rates, and heightened awareness are each critical to St Joseph’s College. The school seeks to fortify its position in the local education landscape. Success will ultimately result in attracting new students. By effectively communicating St Jo's unique selling points it will adeptly navigate the current challenges.

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