Brand Positioning Campaign for Schools
Affirming what Somerville House does best
Somerville House, the leading all girls P-12 day and boarding school located at South Brisbane, has recently launched a new brand campaign – Create her own story – designed to position the school as enabling any girl to achieve her potential in any pursuit.
Developed by Look Education in partnership with the Somerville House Communications and Admissions team, the campaign features strong branding symbolism with the use of the Somerville House distinctive green colour, bold typography and students in uniform standing out against a black and white background.
‘Create her own story’ highlights appeal of Somerville Offering
At its heart, this brand positioning campaign reinforces that a Somerville House education can lead a girl to create her own story in life – whether she wants to be a scientist, an athlete, an artist, a lawyer, a doctor, an entrepreneur or whatever her heart desires – as demonstrated by countless Old Girls who have attended the school.
To illustrate the campaign, new photography was commissioned which has been used extensively in a new campaign microsite website, new prospectuses and digital marketing (both paid and owned social channels).
In addition, a series of videos was developed to engage prospective parents and drive them to the microsite for further information. The microsite enables tracking analysis and ultimately, enrolment pipeline conversions.
Promotion of the campaign is primarily through digital marketing across paid channels and some outdoor billboards in key Brisbane city locations.
Our Involvement
Look Education handled the digital strategy inclusive of planning and execution. Look also project managed the photography and videography and undertook all design work, the microsite build and all copywriting for website, prospectuses and digital marketing.
A new integrated brand positioning campaign for schools like the one created for Somerville House is a six-month engagement project. It starts with defining the right brand strategy and messaging prior to creative work and production.
Look Education develops brand positioning campaigns for private and state schools across Queensland as well as for tertiary and other educational bodies. Contact us today if you want to get things underway for your next school year.
