St John's Grammar School
St John’s Grammar School, a highly respected pre-school to Year 12 Anglican School located in the Adelaide Hills, has been working in partnership with communikate et al since late 2006.
St John’s Grammar School had little profile beyond its local community and needed to revitalise its image and identity in the competitive private school sector. The school also sought to increase student retention from junior to senior school, as well as increase its enrolment levels of new students.
communikate et al felt that St John’s Grammar needed to better understand its own identity, points of difference, strengths and weaknesses before tackling strategic recommendations for the future.
The first step was a process of market research and evaluation to inform and guide future marketing activities. The research comprised comprehensive parent and staff surveys and consultation sessions.
Based on the evaluation and analysis of the market research, communikate et al structured a comprehensive marketing and communications campaign that included brand revitalisation, a complete overhaul of marketing collaterals, website and newsletter, a school presentation materials review, publicity and public relations activities.
Introduction of a tagline, positioning statement, key marketing messages, document templates, advertising templates, on hold messages, an improved prospectus and calendar as well as an image library were all integral steps in bringing the new identity to life. Additionally, school tours were overhauled to enhance one-on-one interaction and communicate effectively with prospective families to help the school promote itself in line with its new image.
To support marketing activity, a highly successful publicity campaign for the School delivered unprecedented media coverage. Over 50 relevant and targeted media stories appeared across print, television and radio.
Within a year - supported by a recognisable and consistent brand - St John’s Grammar School strengthened its identity and significantly increased its profile. The School’s current full enrolment, increased enquiry levels and very positive anecdotal feedback given to staff and Board members by parents and the wider community are all evidence of the impact of the campaign.
The campaign won the 2008 Australian Marketing Institute Award for Marketing Excellence in the Education category, and was a finalist in the 2009 SA Media Awards. Additionally, St John’s Grammar was awarded the 2008 CMS School Marketing Award for its new prospectus and branding.
St John’s Grammar continues work with communikate et al for ongoing publicity and targeted marketing activities to further build its brand.
St John’s Grammar needed a strong identity that would set them apart from other South Australian private schools. 