Independent School Brand Strategy
Project Type: Strategy, Capability, Execution
Industries: Education, Schools
Services: Brand Strategy, Marketing Capability, Marketing Strategy, Ongoing Advisory Support
As one of Australia’s most progressive and prestigious independent schools, our client had re-imagined its education proposition brick by brick. The challenge? How to translate thought leadership into brand and marketing activity. And execute.
We defined a brand position and narrative to explain the need for education reform. Bringing the narrative to life was a collaborative process with key stakeholders, as we worked to ground the new direction in the perceptions, expectations and experiences of differing brand audiences. We tied the go forward approach into all elements of a future-looking Marketing Plan and set out a new Marketing organisational structure to ensure future executions would be both strong and sustained.
A two-year brand and marketing roadmap strengthened the brand’s position, credibility and leadership status. Marketing activity was aligned to a purchase funnel, delivering improved ROI. This extended for a further 6-month period to manage the team, deliver quick wins and recruit a new marketing director.