Case study: Generate brand awareness and increase enrolments

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Name: Blue Mountains Grammar School

Solution: Brand awareness campaign

Industry: Education

Location: NSW

Why imageseven:

  • strategic focus
  • proactive and responsive
  • broad skills
  • consultative
  • cost-efficient
  • friendly, professional and
    flexible team

about Blue Mountains Grammar School

Blue Mountains Grammar School (BMGS) is a co-educational Anglican School for students from Pre-Kindergarten to Year 12.

the challenge

BMGS is an independent school for boys and girls in the beautiful Blue Mountains region, located just two hours from Sydney’s central business district. Blue Mountains Grammar School has a fantastic, individualised offering for Blue Mountains families, however, they were finding it a challenge to articulate their value proposition to the local community and, additionally, to differentiate their offering from local public schools of good standing in the area. The Headmaster and his executive team engaged with imageseven for support on how to generate awareness of their Junior School offering in order to attract more students into the early years.

As a result of this requirement for a change in approach, imageseven proposed a solution to Blue Mountains Grammar School .

the solution

After ample discussion between imageseven and BMGS, an awareness campaign was devised that included both online and offline activities in order to generate awareness about early learning education at BMGS. The campaign leveraged local media, digital advertising and grassroots marketing tactics to attract interest in an informational event, as well as other Junior and Preparatory school events over a period of three months.

Part of the awareness campaign involved a refresh of the school’s visual identity, including the prospectus, as well as newspaper and social media advertisements. We also worked closely with the BMGS Executive to develop creative ways to run the campaign. Digital activities included social media advertising and a blogging campaign which focused on the benefits of a BMGS education as a way of encouraging parents to choose BMGS for their child’s early learning years. The digital campaign resulted in increased website traffic and registration for the Information Evening.

the outcome

Overall, the campaign was extremely successful; returning a healthy number of attendees to the information evening and generating a peak in interest in early years learning, as observed by the Enrolments Director.

Following on from this campaign, the Headmaster and his team decided to engage with imageseven to delve deeper into discovering the value of the BMGS brand. We are currently working together on a Message Architecture Program for the school. We look forward to continuing our partnership with BMGS and helping them to demonstrate the value of a BMGS education.

“BMGS engaged imageseven to assist with school marketing, especially the use of social media, print and video materials. The project required broad marketing knowledge relating to the education sector as well as the ability to compile, analyse and articulate comments and feedback recorded from staff and parents to produce engaging resources. The team at imageseven grasped what we were after, worked with key staff and delivered in a tight timeframe. They carefully explored what was distinctive about our school to develop key messages. They are helping us chart a course to really engage with our community.” Blue Mountains Grammar School Headmaster.

about imageseven

imageseven is an integrated marketing communications firm. You can think of us as message architects who build schools. We work with Principals and leaders to lift their communications and brand to reveal the true value they deliver to their customers. Our approach is about real world, down-to-earth, tested, daily marketing communications. We’re not interested in awards. We want results. That’s the heart of imageseven.

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