I began working with St Joseph’s College in January 2012, supporting the Governors, CEO and new Headmaster from September 2012. Our collective objective was to build St Joseph’s reputation as a 3-18, coeducational, independent day school and increase pupil recruitment, following a 10-year decline in numbers.
We carried out a review of all aspects of marketing and communications; redesigning the prospectuses and website, and creating advertising campaigns to generate new interest.
Prospectuses for the prep and senior schools were completely revised to more accurately reflect and promote the College brand, rewriting copy and commissioning new photography. A new interactive website followed with the inclusion of media feeds and promotional videos.
The advertising campaign “Things are Happening at St Joseph’s” was launched in the 2012/13 academic year and marked this period as a turning point for the school’s growth and success. As well as attracting public interest, it encouraged an atmosphere of excitement and anticipation within the school community. Parents, pupils and staff became eager to discover what would be happening next and revealed a strong sense of pride in the school’s improved appearance and reputation. The campaign was shortlisted for the ISA Marketing/Communications Initiative of the Year, and the College won TES Independent School of the Year 2015: also going on to win the Education Business Award for Outstanding Progress 2016.