Independent School Brand Strategy
Marketing & Admissions Flywheel
Project Type: Strategy, Capability, Delivery
Industries: Education K-12
Services: Marketing Strategy, Marketing Capability Review, Marketing & Admission Transformation, Interim Executive CMO
One of Victoria's most prestigious girls’ schools was known for high-level educational achievement. Yet, there was difficulty in increasing active enrolments, making it challenging to develop long-range planning. The challenge? To develop a sustainable and transparent approach to Marketing and Enrolment activity.
We unpacked marketing and enrolment performance to pinpoint growth and operational improvement opportunities.
A digital program was established, integrating Digistorm into the website and implementing Digistorm Funnel to provide a seamless view of the enrolment pipeline from acquisition to admission, significantly improving forecasting capability and efficiencies. With operations established, we moved to review changing market needs.
To stay relevant in a changing market, we researched and analysed industry data to revise strategies for crucial intake years across kinder and senior years, developing a value proposition supporting young women's needs. We also identified unique characteristics and proof points that distinguished the brand from others in Melbourne's most competitive postcodes.
Our efforts paid off. We achieved our target of increasing enrolments by 20% in 18 months, creating a team capable of leading the commercial requirements of the organisation. Today, the school is expanding its capacity to meet the growing demand, with a strengthened enrolment pipeline and the ability to flourish.