To ensure a successful school brand refresh – and a pivotal business launch – Brigidine College engaged the services of Look Education who focused on five key steps.

From 2024, the Brisbane all girls’ Catholic secondary school will have its first intake of Years 5 and 6 in 2024. With this major announcement the school was keen to introduce a new brand campaign and refresh its branding to appeal to young girls and their families keen to be part of this exciting development.

The new campaign – Be a role model – reflects the breadth and depth of a Brigidine education yet shines a light on the humility, authenticity, and leadership qualities of a Brigidine student and alumni. An update brand look and feel across digital and other marketing tactics was also part of the school brand refresh.

Previously, Brigidine had undertaken an extensive market research project in 2017 and launched the Shaping women of our time campaign in 2018.

Whilst four years in the market may not seem a long time for a brand execution, it goes to show how design and web trends are continually evolving and the competitive nature of school marketing.

Schools need to evolve their brand messaging and web and digital footprints to appeal to prospective families and differentiate themselves from their competitors.

Look Education undertook the work for Brigidine in 2017 and 2018 and was chosen again to work with the College this year because of their in-depth knowledge of the College and its educational philosophy.

The 5 steps of a successful school brand refresh

Here, at Look, we find most schools are updating their brand within a three-to-five-year period. In our experience, there are 5 key steps to a successful school brand refresh:

  1. Identify a new campaign positioning which will become the ‘theme’
  2. Prepare a photographic brief and undertake a curated shoot
  3. Create video concepts and produce content to reflect the theme/positioning
  4. Design a new (or updated) website which showcases your theme and key messages
  5. Launch to community and prospects through a digital marketing strategy

To implement each of these five elements requires skilled practitioners who can help you with the conceptual development, production and execution.

1. New campaign theme

Coming up with a brand positioning is a marketing journey whereby the chosen campaign line reflects your brand essence. Understanding that brand essence may involve market research and insights into your school mission, vision and values. You need a thorough brand strategy to articulate the positioning and how it will be carried out. It’s also important to understand the market, your competitors and how you can create something true to your school but different to your competitors.

2. Curated photography

Polished photography is not easy. You really need to work with professionals who understands the importance of light and shade, sun and clouds, indoors and outdoors and how to get the right shot. Here at Look we plan photo shoots to maximise time, talent, message and concept so the photographs will convey the campaign theme.

3. Video content

Video content is a must have for your website, social media channels and search engine marketing campaigns – and cinema/tv advertising if you’ve got the budget for those too. Planning a video shoot requires understanding of the marketing goals and the message you want to convey, and how to connect it to your campaign theme and brand positioning. Again, we recommend working with a professional to help bring your vision to reality.

4. Fresh web design

Web design is a skill that considers design trends, navigation, SEO and call-to-action requirements, as well as what you want your website to do. Following a systematic process you can achieve a new website in a few months. At Look we produce microsites, custom websites and bespoke websites in WordPress.

5. Digital launch

Once you have created your brand refresh you need to let your community and enrolment prospects know about it through an integrated digital marketing approach. This encompasses electronic direct mail, social media posting and search engine marketing. Working with professionals you can execute all of these in line with a sound plan and budget with little stress to yourself or marketing team.

Make Plans Now

If your website is looking a little tired or you know it is time to refresh your brand positioning for your school, we’d love to talk to you about our service and how we can transform your school so that your community is impressed, and your prospects are engaged.

Get in touch today to discuss how we can deliver a successful school brand refresh for you soon.