A MULTITUDE OF AWARDS
This well connected and successful school wanted to improve its public profile so that it matched the quality of its work reflected in the plethora of awards: quality marks, a centre of excellence, Arts Council status, Healthy School, SIAMS Outstanding and Ofsted Good, as well as regularly appearing in the local top 10 exam league tables. This globally connected school with partnerships locally, nationally and internationally also had phenomenal networks internally with specialist teachers and partners and a specialism in music.
The marketing project started with research as the school wanted to understand both internal and external perceptions. It quickly came to light that the quality of their offer was well known internally but the school was not communicating these messages to prospective families, staff, businesses and the wider community.
Were the school’s USPs (unique selling points) coming across through the website and other marketing channels? Of course not! From the research findings and competitor brand audit, where the data indicated a falling roll and the school ‘not punching at their weight’, let alone above, we set creative and strategic challenges that we knew could be achieved together. The marketing award for receptiveness and speed of response to recommendations goes to St James Hatcham!
One of the first priorities was devising a short term pupil recruitment strategy linked to the transition programme and building relationships with pre-schools and nurseries in order to attract prospective families and for the school to be a natural first choice option. The external push followed with work on the development of the school brand, a new website and accompanying promotional materials.
Key messages were also created from the school’s vision and values and soon the USPs were free-flowing and communicated across all marketing materials and channels. The brand has been modernised and a secondary colour palette created in order to give the marketing materials an extra dimension. A website launch and a smarter school uniform that is aligned with the brand will be launched in September. The school is ready for an exciting future and to reap the benefits of all the hard work and improvements that have taken place over recent years.
“We now better understand our strengths as seen by the community and this has enabled us to market our school and give ourselves a pat on the back for what we do well. Our external image now rightfully reflects the quality of who we are and what we do. I would highly recommend the Grebot Donnelly team who have been extremely professional and yet personable letting us feel as though we were the most important clients in the world. We think that as an investment it has been worth every penny for the number of families we will now inevitably attract as a result of their work with us."
Ms S E McFarlane, Headteache