Name: Living Waters Lutheran College
Solution: Marketing Communications Audit and Strategy Development
Number of students: 1,050 (Warnbro: 912, Halls Head: 138)
Location: Warnbro and Halls Head
- strategic focus
- proven skills to uncover a school’s point of difference
- experienced and professional team
about Living Waters Lutheran College
Living Waters Lutheran College is an independent Christian school catering to students from Kindergarten to Year 12 in the greater Rockingham area. Living Waters prides itself on nurturing each student to realise their God-given potential. Since 1997 the College has provided a faith-based education to the Rockingham area where every student is encouraged to grow – spiritually, intellectually, socially and physically – as an individual.
Living Waters approached imageseven in October 2016 for strategic advice and direction. In an increasingly competitive educational marketplace the College was looking at different ways to enhance its marketing and communications and drive future enrolments. Living Waters wished to review its approach to marketing and communications, and work with imageseven to examine its current market position and develop an overarching marketing strategy.
In light of this, imageseven proposed a Marketing Communications Audit which served to reveal strategic insights about the Living Waters brand. The proposal also included a strategy development component to articulate the College’s point of difference and create key messages. It was evident that there was a strong sense of community amongst staff, students and parents. However, it was also clear that the staff struggled to articulate the College’s purpose or point of difference. Moreover, the College lacked a clear and consistent brand identity and had limited brand recognition outside of its community.
To learn more about Living Waters, imageseven facilitated a number of brand discovery sessions with staff. In addition, a mystery shopping exercise was conducted at the College as well as at a number of competitor colleges; this consisted of phone enrolment queries and college tours. Staff and parent survey responses were collated, analysed and reported on. The culmination of all this resulted in several insights coming to light which enabled imageseven to develop the Living Waters strategy and key messages. The mystery shopper exercise revealed some service delivery gaps in the College’s enrolment sales experience which were highlighted to the College with a recommended solution.
imageseven’s presentation of the new Living Waters strategy and key messages was very well received by the College staff. The strategy was documented succinctly as a Strategy on a Page and a key messaging guide contained the value proposition, tagline and new key messages of the College. This has enabled Living Waters to accurately use the same messaging on their communication channels and to inform creation of marketing collateral. It has been key in establishing a clear Living Waters identity and gives the College strategic direction.
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.