Caroline Chisholm Catholic College approached us to assist with maintaining enrolments against tough competition and declining local birth rates.
The school lacked reputation and visibility with virtually no media profile, inconsistent branding, and messaging.
We developed one organisational voice, built a positive brand, and implemented a planned communications program that aligned with the school’s goal of financial and reputational sustainability. We developed communication themes and a visual identity to resonate with target audiences. Marketing initiatives included:
updating marketing collateral; implementing an extensive unpaid media relations campaign; targeted and strategic advertising; and improved social media.
Caroline Chisolm didn’t just find their voice, they used it to sing.
Impact:
- Local media share of voice increasing from zero to 20% – the highest of all competing schools, as well as positive coverage in The Age, Herald Sun and Australian Teacher Magazine; a first for the College.
- A 100% increase in Open Day attendance, alongside improved digital engagement, particularly around events (e.g. 300% Twitter engagement increase around the musical).
- Increase in enrolments
Awards:
- 2017 IABC Merit Award – Category 7: Marketing, Advertising and Brand Communication
